sen unveils the first module of its cross-screen audience measurement platform //

Today, Nielsen ONE Ads, the first module in its cross-screen measurement platform, was announced by the venerated audience measurement company Nielsen. The new product will be available starting January 11th and promises to provide deduplicated measurement across all screens, including desktop, CTV, and mobile.

Kim Gilberti, SVP of product management at Nielsen, stated that there was a great need for comparable cross-channel audience measurement.

Gilberti stated that it was crucial to understand who your audience is, what frequency they are reaching you and on which platforms. “Regardless of whether you are a publisher or an advertiser, it is essential to have a clear understanding of your audience across all sources.

Why do we care? Nielsen’s crossscreen measurement platform is crucial if the company wants to regain its broadcast TV relevance. Software development is almost always slower than expected, so it’s not wise to take too much in delays surrounding the launch of modules for the platform. Nielsen now faces competition from other audience measurement companies for the first-time. These companies will have more time to establish themselves in the market and sign important industry clients if they delay.

Deeper: Roku’s OneView launches Nielsen Digital Ad Ratings to help streaming advertisers

It does what it does. Nielsen ONE Ads allows advertisers to track deduped audience reach across screens, frequency counts, and a percentage target audience reach by campaign based upon Nielsen’s panel data.

Nielsen launched the Nielsen ONE Content module last year, which provides a comprehensive view of campaign performance across all devices. Although the module is still in beta, Nielsen says that it will be available later in the year.

She stated that Nielsen ONE, the company’s crossscreen measurement platform, will be fully operational when it is. This should allow advertisers and publishers to plan for and transact using a single set metrics across digital and linear. These metrics are reliable, independent, and standard across the industry and on all platforms.

Initial announcements of the platform were made in December 2020. It was initially expected to combine “bigdata” from smart TVs and set-top boxes with panels of Nielsen households. Nielsen stated last summer that the system was not ready for commercial use. Nielsen also delayed an audit by the Media Rating Council of the system.

Dig deeper: Is Nielsen’s prime time over? Questions about long-term value and products are renewed with Purchase

In 2021, the MRC suspended accreditation for Nielsen’s linear TV ratings. This accreditation has not been restored. The company was bought by private equity investors last year for $16 billion. It also lost several senior executives.

The post Nielsen Announces First Module for Cross-screen Audience Measurement Platform originally appeared on MarTech.