Introducing Nielsen ONE Ads, an industry evolution

Streaming viewership has become the predominant way audiences consume television content, in most developed and wired countries around the world. This trend accelerated in 2022 as a growing list of streaming services lured viewers away from traditional television sets and schedules. “Television” now includes connected TVs, tablets and phones. Audiences are now in control of what they watch, when they watch it and which medium they watch it.

For both programmers and advertisers – who must follow the viewer –? this is a complicated new media landscape. Multiple industry associations, representing programmers, platforms, rights owners, advertisers and agencies, have all been developing their own views of how to best measure the audience. While there are many points of view, what seems to be constant is the need for transparent, consistent, auditable and independent measurement.

Nielsen has a long history of meeting these principles as technology and audiences change, and we continue to invest in comprehensive cross-media audience measurement that reflects all consumers, on all media types and devices, 24 hours a day. Over my career, I have relied on Nielsen as both a buyer and seller of advertising and as a content investor and programmer. This is why I was excited to come here and evolve Nielsen again as the audience embraces new technology and unprecedented choices.

As long promised, Nielsen will soon begin offering the first module of Nielsen ONE , which will provide measurement of video ad impressions consistently measured on both digital and linear signals. The first marketwide data will be published daily starting on January 11, initially in the U.S.

For the first time, advertisers, brands and publishers will be able to understand their reach and frequency, deduplicated across linear TV, connected TV, desktop and mobile – 24 hours a day.?

As the screen shot above demonstrates, Nielsen ONE Ads brings clarity and simplicity to media buying and selling, across both digital and linear. By combining our big data, validated with the industry’s gold standard panel of households and individuals, we will empower advertisers and publishers to transact with trust and confidence.

Later this year, Nielsen ONE Content will also be available. This next evolutionary step will provide cross platform, deduplicated and syndicated content metrics across devices, delivering a contextualized view of aggregated program performance across distribution platforms.?

Together, Nielsen ONE Ads and Nielsen ONE Content will bridge current measurement capabilities, both linear and digital, into a single system.

I want to thank the hundreds of people at Nielsen who have worked tirelessly to make this possible. I also want to thank our engaged clients and industry partners who continue to help us provide the highest levels of quality and fidelity to create trust between advertisers, agencies, publishers and platforms.

Nielsen ONE Ads is a huge step in the evolution of the media industry and I could not be more excited and proud that Nielsen is again leading the way to the future.