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Nielsen is bringing YouTube’s campaign measurement under one roof. Ads watched on YouTube and YouTube TV on connected TV devices will be added to Nielsen’s Digital Ad Ratings and Nielsen’s Total Ad ratings beginning next year, Nielsen said today.
The move will allow media buyers and sellers to track audiences across both the YouTube and YouTube TV apps on connected TVs, as well as on mobile and digital screens, which Nielsen already measures. The addition of connected TV devices will allow marketers to better understand the success of their YouTube and YouTube TV campaigns across platforms and across screens, according to Scott Brown, Nielsen’s head of audience measurement.