The cross-platform measurement product has been hotly anticipated by marketers.
Importantly, it will also offer measurement of content and ads at the second-by-second level, as opposed to the minute-by-minute level of the current systems. “This will provide the industry with greater comparably across television and digital platforms,” Nielsen says.
“Ultimately, Nielsen One will allow advertisers and publishers to plan and transact using a single metric across linear and digital that is reliable, independent and standardized across the industry,” the company added. The product will have an “always on” digital dashboard, rather than forcing clients to wait for a data drop, though at launch it will only be available in the U.S. The company says that later this year it will add advanced audience data and outcome measurement .
The launch is a long time coming, with both publishers like TV networks and streaming services and media buyers and advertisers clamoring for a more advanced measurement system to eventually replace the outdated Nielsen currency that currently underpins the TV
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