• by Karlene Lukovitz  @KLmarketdaily, July 25, 2022

Nielsen is expanding its cross-platform measurement of YouTube across computer, mobile and connected TV devices.

The expanded methodology, called Four-Screen Ad Deduplication, is designed to enable more accurate comparisons and measurement of YouTube and linear TV audience reach by eliminating redundant audience data.

YouTube accounts for more than 50% of ad-supported streaming watch time on connected TVs in the U.S. among consumers 18 and up, according to Nielsen Streaming Ratings.

The move adds connected TV to the existing computer, mobile and linear TV deduplication capabilities in Nielsen’s Total Ad Ratings product, in preparation for the converged media measurement capabilities to be offered through the Nielsen One platform set for commercial release in early 2023.