Roku Device Data Added to Nielsen Digital Content Ratings
Clients get more demographic info about streaming viewers
Nielsen and Roku said that data from Roku devices can now be accessed by Nielsen clients though its Digital Content Ratings.
Nielsen and Roku made a strategic agreement earlier this year, with Roku getting Nielsen’s addressable advertising technology and Nielsen getting access to Roku data.
The data from Roku’s 55.1 million accounts becomes part of Nielsen One, Nielsen’s system for measuring viewing across platforms in a more consistent and comparable manner.
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“TV streaming is the wave of the future for digital video consumption, and Roku is a major player in CTV penetration,” said Ameneh Atai, general manager, digital and advanced TV commercial strategy, Nielsen. “With the addition of Roku, DCR will have the capability to measure the majority of CTV platforms devices as well as provide channel partners with an understanding of their overall reach across CTV devices. Armed with these insights, media buyers and sellers can make critical decisions around ad strategies and publishers can create informed programming and content distribution strategies.”
“This strengthens the close collaboration between Roku and Nielsen,” added Louqman Parampath, VP of product management, Roku. “DCR's syndicated, independent measurement provides market transparency and immediate value to our publishers around understanding audiences in their channels. This bolsters our commitment to delivering for our customers and underscores our focus to continue to be an innovator in the evolving TV streaming measurement landscape.”
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.