‘Nielsen One’ will unify Nielsen’s audience measurement products and will be launched in the final quarter of 2022, as part of a plan to fully transition the industry to cross-media metrics by autumn 2024.

The tool will allow advertisers and publishers to use a standardised and independent single metric for total video consumption, regardless of platform or device.

Nielsen One includes a cloud-based platform for large data sets, and which includes automatic content recognition and return path data.

‘One Panel’, part of Nielsen One, will unify the company’s panels into a single-source, geographically representative panel to gather viewing data from across television, connected television, mobile devices and computers.

The tool will also include ‘One Product’, which analyses content and advertising performance across devices.

Karthik Rao, chief operating officer at Nielsen, said: “With Nielsen One, we are delivering a single, comparable metric for television and digital that will provide video consumption across all platforms, services and devices.

“We've made significant enhancements over the last year to turbocharge the tech and data science required to make an industry wide cross-media solution a reality.”