Nielsen Deal Heralds New Measurement Focus for Netflix

Streaming service Netflix has made ad measurement a 'top priority', and will build on a recent partnership with Nielsen in the US to offer similar capabilities to partners in other countries, according to co-CEO Greg Peters.

Nielsen announced on October 2nd that it was officially launching ad measurement in the US for Netflix's ad-supported plan, via its Nielsen ONE Ads solution. The launch taps a direct integration with Netflix's first-party data and Nielsen's representative panel for comprehensive cross-platform deduplicated metrics, allowing advertisers to validate ad performance, inclusive of co-viewing metrics. Nielsen will capture 15- and 30-second pre-roll and mid-roll monetizable ads across CTV, desktop and mobile platforms, and its GM, Audience Measurement Ameneh Atai (pictured) said of the partnership: 'As the linear television and digital worlds collide, the need for harmonized, comparable metrics continues to grow. With Nielsen ONE Ads, we are providing Netflix advertisers the flexibility and simplicity to measure ad performance amid a rapidly evolving landscape'.

Since then Peters, in conversation with news site www.mediapost.com , has said that 'measurement is at the top of the list of priorities', and that Netflix is working to deliver similar capabilities 'to serve a long list of partners across other countries'. The streamer's ad-supported plan, still in its early days, will aim to out-compete its many rivals through a unique approach to consumers and the delivery of 'sophisticated capabilities to advertisers', according to the interview.

This week the company has announced an expanded range of ad formats - including a 'binge' format - and the launch of title sponsorships for seasons, series and some live sports events. Peters also told MediaPost the company is working with partner Microsoft for enhanced programmatic access and will shortly roll out expended options for ad targeting. Making extensive use of data from its ad-free subscription business, the company also aims to improve viewers' ad experience through better targeting and the minimisation of 'repetition and intrusiveness'.

Web sites: www.netflix.com and www.nielsen.com .