Nielsen is taking a big step to strengthen its measurement efforts for ads on OTT and set-top box video on demand, teaming up with Comcast’s ad-serving platform FreeWheel to determine ratings for the VOD ads, not just the content.
In the partnership, announced today at Cannes Lions, Nielsen and FreeWheel will expand measurement to addressable set-top box and OTT VOD inventory.
This will enable Nielsen to measure the ads that Comcast loads onto its set-top box VOD to make it addressable (Nielsen can already measure the set-top box VOD content through its own product).
FreeWheel also works with clients beyond Comcast across the OTT ecosystem, and this partnership will enable those clients to leverage digital ad ratings across Roku and Hulu.
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