While Nielsen is still closely associated with linear TV audience measurement, the company appears to have made some significant strides as of late to play catch-up in the digital measurement space.
Debuting at CES (which is also making its triumphant return this year in spite of panelists canceling due to the rapid spread of the Omicron variant), Nielsen ONE Alpha is the first iteration of the Nielsen ONE platform that promises deduplication of data.
“All our hard work this past year has positioned us to take this significant step in fundamentally changing the game and providing the industry with what it wants, needs and deserves,” said Karthik Rao, Chief Operating Officer, Nielsen in the company’s press release.
Disney and MAGNA are some of the companies Nielsen is testing out Nielsen ONE Alpha with, which is slated to fully launch in December this year.
“There’s a critical need for the evolution of measurement to truly reflect audiences and engagement, and Disney is uniquely positioned to help define and develop that roadmap,” said Julie DeTraglia, Head of Research, Insights and Analytics, Disney Media & Entertainment Distribution in the press release.
The cross-platform measurement system is said to allow for comparability and audience deduplication across screen devices (TV, computer and mobile) to “support the $100 billion video advertising ecosystem.”