For the first time, Roku and Nielsen will enable four-screen measurement across traditional TV, connected TV, desktop, and mobile. Effective this fall, marketers running ads with Roku can use Nielsen Total Ad Ratings to deduplicate campaign reach and frequency across all four screens in the home.

And soon they’ll be able to do so within Nielsen ONE, Nielsen’s hotly anticipated cross-media measurement platform. Read the official announcement.

What does this mean for marketers?

As consumers spend more time streaming, marketers are diversifying their media investments and shifting more dollars to TV streaming than ever before. Streaming surpassed cable for the first time in July, capturing its largest share of TV viewing to date, Nielsen’s latest edition of “The Gauge” revealed.

OneView, Roku’s ad platform built for TV streaming, is directly integrated with Nielsen’s measurement solution, enabling robust, person-level measurement of ad campaigns on the Roku platform.

This is a big step for brands seeking consistent measurement across devices. As Kim Gilberti, SVP, Product Management, Nielsen put it,

“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 ensure relevant ads are delivered to the right audiences across devices. This release brings us one step closer to providing comparable and deduplicated metrics across all screens with Nielsen ONE.” 

Deduplicate audiences across devices 

Nielsen Four-Screen Ad Deduplication will initially be available in Nielsen Total Ad Ratings and will underpin audience deduplication in Nielsen ONE, upon release in December 2022.

This measurement is available on the Roku platform, inclusive of any Roku media running through OneView and video inventory on Roku Ad Framework certified channels.

As a result, marketers will gain a consistent, comparable, and deduplicated view into the channels and platforms all audiences consume, across all screens.

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