The tool, called Predictive Sales Lift, is available for users of Nielsen One Ads and aims to predict sales lift and incremental revenue for advertising campaigns.

Predictive Sales Lift uses campaign measurement performance indicators such as reach, impression count and distribution of impressions across platforms, as well as brand characteristics such as category, brand size and purchase frequency.

In addition, the tool operates across connected television and digital media formats. Predictive Sales Lift is currently only available in the US.

Nichole Henderson, senior vice-president of global measurement and outcomes product at Nielsen, said: “Predictive Sales Lift is a major outcomes differentiator because it gives our clients a full-funnel view of campaign performance, underpinned by our Nielsen One measurement foundation, expertise and insights.”