The move is designed to let publishers measure channel content on Roku devices within Nielsen Digital Content Ratings.
No third-party measurement firm may dominate digital video transactions the way Nielsen does for linear television, but some buyers see momentum building behind DCR for digital video. “It looks like Nielsen’s going to win that battle,” said Chris Wexler, SVP of media and analytics at Cramer-Krasselt. “They had a lot of built-in, institutional power behind it, the comfort of many clients and agencies.”
