Google offered advertisers its own measurement of the performance of campaigns on YouTube, but it has been deepening its relationship with Nielsen as a third-party provider. Nielsen also measures YouTube CTV, co-viewing and four-screen ad deduplication.
Continuous, “always-on” measurement on YouTube simplifies campaign measurement by eliminating the need for advertisers and agencies to manually tag campaigns. Marketers who enable “always-on” DAR will have more impressions data, which improves the ability to deliver ads to desired audiences, understand reach and manage frequency, and better understand the audience that sees the advertisement.
Nielsen considers its increasing ability to incorporate YouTube into its ratings a significant part of Nielsen One, the cross-platform measurement product expected to launch in December.
“By enabling continuous ‘always-on’ measurement on YouTube, we’re helping advertisers to get a better understanding of one of the leading and largest ad supported platforms,” Nielsen senior VP, product management Kim Gilberti said. “By achieving true cross-channel comparability, this marks an important milestone in Nielsen’s steady march toward delivering Nielsen One, which will provide a comparable, deduplicated view into the channels and platforms all audiences consume, across all screens.” ■
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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.