First Nielsen One Launch Next Week

More than two years after first announcing its Nielsen One cross-platform measurement solution, and a year after the start of 'Alpha' testing, Nielsen says it is ready for a full launch of the first elements next week.

At the time of the Alpha launch, the ratings giant had slated the full roll-out for Q4 of 2022, and it will therefore miss that deadline by less than a fortnight when Nielsen One 'Ads' launches on January 11th. However, other services including advanced audiences and outcomes measurement will have to wait until later in the year, as will 'Content Alpha', which promises a view of aggregated program performance across distribution platforms. Vocal Nielsen critic the Video Advertising Bureau (VAB) says the platform remains a 'work in progress'.

For now, 'Ads' will allow users to understand reach and frequency, deduplicated across linear and connected TV, desktop and mobile; and will offer 'always on' metrics for digital campaigns and insights - clients have been attending sessions on how to use the dashboard which will give them access to data visualizations and the ability to drill down further into data if required - for example to see the contribution of individual platforms to the deduplicated total.

Nielsen One, which uses a proprietary ID system, will provide measurement of content and ads at the second-by-second level, an upgrade from the previous minute-by-minute approach, and ultimately, according to the company, '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'.

'Audiences today control what they watch, when they watch, and how they watch it', says Karthik Rao (pictured), CEO of audience measurement. 'As the media landscape becomes more varied and complicated, Nielsen is committed to working with the industry to bring clarity and simplicity to media buying and selling through Nielsen One. By combining the scale of big data and granular insights from our people-based panel, Nielsen ONE provides comprehensive, representative measurement of ads and content for our clients to transact with confidence'.

Web site: www.nielsen.com .