Media buyers can now reduce overlapping purchases with Nielsen’s new Four-Screen Ad Deduplication product, which compares audiences across desktop, mobile, CTV, and linear. (There is something new about the four-screen equation: CTV versus linear.)
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Nielsen currently supports this capability through Total Ad Ratings (TAR). Nielsen plans to expand the Four-Screen Ad Deduplication measurement in Nielsen ONE to all publishers later this year.
Moreover, Nielsen informed buyers and distributors that Nielsen ONE is on the way, with outcome-based measurement added last month and plans to roll out in 2024.
Nonetheless, YouTube is a logical place to focus. It leads the way when it comes to video consumption, part of a broader category Nielsen is trying to capture with its new measurement product. Nielsen held its first upfront this year as a way to make its way into traditional TV.
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Nielsen adds CTV deduplication to its Total Ad Ratings product, which helps media buyers differentiate linear TV inventory from CTV inventory to more accurately measure the fourth screen. This is noteworthy because YouTube accounts for over 50% of ad-supported streaming watch time on connected TVs among people aged 18+ in the U.S.
Nielsen Four-Screen Ad Deduplication for YouTube gives advertisers and agencies a comprehensive view of an entire campaign to better understand reach, manage the frequency and verify the audiences of their media buys.
Debbie Weinstein, Vice President, Global Advertiser Solutions, Google & YouTube said,
In a converged world, customers need a complete picture of their ad spend across all screens. Nielsen enabling advertisers to compare YouTube’s reach across mobile, desktop and now CTV to TV is a tremendous step towards their vision for Nielsen One, and we look forward to their continued efforts to bring cross media measurement to the industry.
Kim Gilberti, Senior Vice President, Product Management, Nielsen said,
Four-screen measurement is a critical step toward Nielsen ONE, as it provides the comparability necessary to produce a trusted, deduplicated number across platforms that enables clients to better understand reach, manage frequency and verify the audiences of their media buys.
As consumer engagement across platforms continues to converge, digital measurement must provide continuous and comparable metrics across all channels.
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