Nielsen has added “always on” measurement capabilities to its Digital Ad Ratings (DAR) measurement for YouTube and YouTube TV video ad campaigns.
Continuous measurement is
designed to eliminate the need for advertisers to manually tag or enable campaigns and generate more impressions data for improving audience targeting, understanding reach and managing frequency, and
analyzing the audience reached by ads across desktop, mobile and connected TV, according to Nielsen.
The expanded YouTube integration is another step in the development of Nielsen One, the new deduplicated, cross-platform measurement system set to launch in 2023, said Kim Gilberti, senior vice president, product management at Nielsen.
Tubi and Studio71 are among the other platforms that have integrated Nielsen’s DAR. Roku added it to its OnView ad-buying platform after acquiring Nielsen’s advanced video advertising unit last year.