NEWS22 December 2021

Nielsen launches ad measurement tool

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US – Nielsen has released a deduplicate advertising measurement tool, Nielsen One Alpha, which is the first element of its upcoming cross-platform measurement program Nielsen One.

Digital advertising abstract image

Nielsen One Alpha offers comparability and audience deduplication across liner television, connected television, computer and mobile.

The tool aims to allow media buyers and sellers to view their adverts across consumer delivery systems and platforms in a “harmonised and holistic manner”.

Alpha comes ahead of the expected launch of Nielsen One in late 2022, which aims to unify Nielsen’s audience measurement products, as part of a plan to fully transition the industry to cross-media metrics by autumn 2024.

Further tools will be released by Nielsen over the next year ahead of Nielsen One’s launch.

Karthik Rao, chief operating officer at Nielsen, said: “We are on track to deliver our single cross-platform measurement solution in the fourth quarter of 2022, as planned and in a manner that will support the $100bn video advertising ecosystem.

“Nielsen One will bring together all the intelligence we have to date in order to help clients capitalise on consumers’ rapidly shifting media habits.”