Roku will now work with Nielsen to trace cross-media viewership • TechCrunch

At the moment, Nielsen introduced that Roku plans to allow four-screen measurement throughout desktop, cell, linked TV, and conventional TV. That is the primary time Roku will use the digital methodology, Nielsen One, the info measurement agency’s cross-media measurement device, which launches in December.

Within the age of streaming, it’s changing into more difficult for firms to measure information throughout the various gadgets folks use to eat content material.

With Nielsen’s forthcoming device, the agency claims that the corporate is on monitor to supply a constant and comparable cross-media resolution.

TV networks have turn out to be pissed off over time with Nielsen for its inaccurate viewers measurement instruments. In September 2021, the Media Score Council suspended the corporate’s Nationwide TV ranking accreditation.

Nielsen additionally claims that, with Nielsen One, entrepreneurs operating advertisements with Roku are assured duplicate copies of repeating information are eradicated.

“Entrepreneurs can now higher consider CTV stock’s distinctive attain and frequency along side their total Roku purchase in a comparable and complete method, and advertisers can cut back waste and assist be sure that related advertisements are delivered to the correct audiences throughout gadgets. This launch brings us one step nearer to offering comparable and deduplicated metrics throughout screens with Nielsen One,” mentioned Kim Gilberti, SVP, Product Administration, Nielsen, in a press release.

The info measurement agency wrote in at the moment’s announcement that its relationship with Roku dates again to 2016 when Roku allowed its entrepreneurs to measure campaigns with Nielsen Digital Advert Scores measurement.

“We consider that every one TV advertisements will likely be accountable and measurable. Our direct shopper relationship, our scale, and our tech all make us uniquely positioned to work with Nielsen to make measurement easier and extra correct as entrepreneurs shift spend to TV streaming,” added Asaf Davidov, Head of Advert Measurement and Analysis, Roku.

Nielsen introduced Nielsen One in 2020. Earlier this yr, it was revealed that YouTube can be the primary media firm to attempt the brand new device. Roku is the second firm to allow cross-media measurement.