The partnership will apply to Nielsen’s advertising measurement tool Nielsen Total Ad Ratings, and will allow marketers running adverts on Roku to deduplicate campaign reach and frequency across the four screens at home.

The four-screen ad deduplication tool will also inform audience deduplication in Nielsen One, the firm’s forthcoming cross-media measurement platform that is due to be released in December 2022.

Roku’s advertising platform OneView is directly integrated with Nielsen’s measurement tool, and the firm’s have worked together since 2016.

Kim Gilberti, senior vice-president, product management, at Nielsen, said: “Marketers can now better evaluate CTV inventory’s unique reach and frequency in conjunction with their entire Roku buy in a comparable and comprehensive manner, and advertisers can reduce waste and help ensure that relevant ads are delivered to the right audiences across devices.

“This release brings us one step closer to providing comparable and deduplicated metrics across screens with Nielsen One.”

Asaf Davidov, head of ad measurement and research at Roku, said: “We believe that all TV ads will be accountable and measurable.

“Our direct consumer relationship, our scale, and our tech all make us uniquely positioned to work with Nielsen to make measurement simpler and more accurate as marketers shift spend to TV streaming.”