Nielsen to measure addressable TV ads
The measurement will include set top box viewership data from AT&T’s DirecTV and Dish, Nielsen Advanced Video Advertising and addressable campaigns on Vizio smart TVs.
Through the partnerships, Nielsen will expand its national TV panel to include 55m more devices in US households. The company said the move would offer flexibility for publishers and advertisers looking to insert addressable TV ads into linear broadcast feeds.
Preview data will start to be available during the first half of 2021, Nielsen said.
Scott Brown, general manager of audience measurement at Nielsen, said: “This is a critical first step to help scale addressability and lay the foundation for a holistic cross media measurement system."
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