Nielsen is enhancing its cross-platform campaign measurement of advertising inventory through the inclusion of mobile and over-the-top (OTT) audiences. The ratings firms is looking to provide media buyers and sellers with better measurement and monetization of campaigns across TV and digital.
Nielsen, the market leader in traditional TV ratings, is having a tough time tracking eyeballs elsewhere. It has yet to offer advertisers an accepted way of measuring viewers who watch video on their home computers — let alone on portable devices. Although it is working on measuring video viewing on portable devices, Nielsen said it has no timeline for a rollout.