Nielsen One Ads will allow advertisers, brands and publishers to understand reach and frequency, deduplicated across linear television, connected television, desktop and mobile.

The tool will also include impact data for linear television measurement, which Nielsen says will provide greater comparability across television and digital platforms.

In addition, the tool will use Nielsen One’s identification system as well as data from Nielsen’s panels, with direct publisher integrations giving an understanding of campaign impressions.

Nielsen One Ads will also deliver ‘always on’ metrics for digital campaigns and insights.

In 2023, Nielsen One Ads is expected to expand further to include advanced audience and outcomes measurement to allow users to examine audience perspectives of and actions taken after an advertising campaign.

Nielsen is planning to make its Nielsen One Content Alpha tool available later this year, which will provide cross-platform, deduplicated and syndicated content metrics across devices.

The two tools will act as parts of Nielsen One, which aims to provide standardised cross-platform media measurement.

Karthik Rao, chief executive officer, audience measurement, at Nielsen, said: “As the media landscape becomes more varied and complicated, Nielsen is committed to working with the industry to bring clarity and simplicity to media buying and selling through Nielsen One.

“By combining the scale of big data and granular insights from our people-based panel, Nielsen One provides comprehensive, representative measurement of ads and content for our clients to transact with confidence.”