The TV measurement conversation is reaching a fever pitch, and Nielsen isn’t staying on the sidelines.
Nielsen intends to bring Nielsen ONE Ads to this year’s upfronts after the ratings giant’s cross-screen measurement platform finally hit the market in January.
And, yes, Nielsen still plans to measure TV ads using its good ol’ audience panels. But this time, it’s also filtering big data sets into that equation to improve measurement for TV campaigns that use more granular targeting.
This year, Nielsen’s measurement methodology is the same, but the data inputs will be different, Karthik Rao, CEO of Nielsen’s audience measurement division, told AdExchanger. (Audience measurement is one of three business units after Nielsen’s recent reorg. The other two are its analytics and Gracenote divisions.)
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