The agreement will use both Innovid’s advertising serving tools and Nielsen’s Nielsen One cross-media audience measurement platform to allow users in a ‘zero-touch’ workflow to allow users to carry out Nielsen One reporting.

The companies will be testing the technical integration in the next few months, and aim to provide the industry with a holistic, comprehensive view of cross-media ad campaigns.

Karthik Rao, chief executive officer at Nielsen, said: “We’re excited to collaborate with Innovid to explore how combining our unique capabilities can make a greater positive impact on the future of audience measurement.”

Zvika Netter, chief executive officer and co-founder at Innovid, added: “Nielsen’s robust industry footprint and methodology continue to make it the go-to standard for media trading and measurement.

“By joining forces and combining our technology, data, and scale, we will help build a better, more transparent and accessible TV ecosystem for every advertiser.”