Nielsen expands its CTV measurement of YouTube in India

Nielsen has announced that it is expanding its Connected TV (CTV) measurement of YouTube ads into 11 global markets. These include Australia, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, South Korea, Thailand, and the UK.

Through the service expansion, the agreement between Nielsen and Google will integrate the YouTube CTV measurement service, inclusive of co-viewing, into Nielsen ONE Ads to measure audiences in these markets.

‘Nielsen ONE Ads’ is the company’s cross-platform campaign measurement product suite which provides deduplicated audience reach and frequency metrics. 

In a press statement, Nielsen said, “The addition of YouTube CTV into Nielsen ONE Ads internationally gives advertisers and agencies a comprehensive view of campaigns across multiple platforms. It also allows buyers to better understand reach, manage frequency and verify the audience of their buys on YouTube with greater comparability than ever before.” 

Deirdre Thomas, chief product officer for Nielsen Audience Measurement, said, “The expansion of our measurement of YouTube CTV ads in 11 countries is a major step forward in our Nielsen ONE global roll out. Agencies and advertisers need comprehensive, consistent, deduplicated measurement of audiences globally, and Nielsen is uniquely positioned to provide that.”

She added, “We are proud to partner with Google to enable YouTube CTV measurement within Nielsen ONE. This is another major milestone on our path to deliver true cross-platform measurement.”

Meanwhile, Kate Alessi, managing director for global product solutions at YouTube, commented, “The way people watch video has changed, and advertisers are calling for comprehensive cross-media measurement across screens. This expansion allows advertisers and agencies in 11 additional markets to compare YouTube’s reach across devices with TV, providing a more complete picture of ad spend and the deduplicated audiences they’re reaching.”

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