Insights Studio: Navigating the Road to Cross-Platform Measurement
Imagine a world in which advertisers and publishers will be able to transact using a single metric across linear and digital that is trusted, independent, and standardized across the industry. With this single, deduplicated number, marketers will have visibility into total video consumption regardless of platform or device.
They will also be able to benefit from a better understanding of unique audiences, the ability to better understand the frequency, and reduce double counting, inflated metrics, and advertising waste. To help fill this void in the ecosystem, Nielsen is currently evolving a cross-media solution: Nielsen ONE.
In this one-hour ARF Insights Studio, Kimberly Gilberti, SVP, Product Management, Nielsen, presented Nielsen ONE, a single currency designed for resiliency, coverage and comparability. The presentation was followed by a panel discussion with Ameneh Atai, GM, Digital and Advanced TV Commercial, Nielsen, Louqman Parampath, VP of Product Management, Advertising of Roku, Peter Sedlarcik, Managing Partner, Data & Analytics | HMG Health Practice, Havas Media Group and moderated by Paul Donato, Chief Research Officer for the ARF.
Attendees gained insights into:
- The importance of identity resolution that will support its audience and outcomes measurement products in a cookieless world.
- The power of coverage expansion in order to deliver true cross-media metrics and measurement that captures viewing wherever and however content is consumed.
- The ability to bring more comparable metrics to the market in order to harmonize the existing TV and Digital markets.
Featured Speaker
Nielsen
Nielsen
Roku
Havas Media Group
ARF
