Nielsen and FreeWheel — the video advertising platform owned by Comcast — will expand their measurement of viewing to over-the-top and set-top-box video-on-demand inventory.
The deal with FreeWheel follows a deal that Nielsen signed with Comcast to incorporate set-top-box viewing data into its panel data.
So far, details are scarce on the terms of the agreement. The companies said in a statement that they will "provide more details about this broader initiative ahead of the 2019 TV Upfront.” In other words, expect the new flow of data to trickle in over time. It will also open up ad market liquidity through FreeWheel’s platforms.
The ultimate goal of partnerships such as the one between Nielsen, Comcast and FreeWheel is a TV and video ecosystem that is accurately and completely measured. Current measurement solutions still have holes that need to be filled, particularly in the mobile, OTT and VOD spaces.
“Nielsen is committed to building measurement solutions that account for the entire television ecosystem, from linear and — in view of our plans with Comcast and FreeWheel—across over-the top and set-top-box video on-demand inventory,” says Megan Clarken, global president of Watch at Nielsen.