by Jessica Klein

Nielsen has been trying hard to measure digital video viewership the way it does for TV, and now it will be better equipped to do so via an agreement with Roku.

Per the agreement, Nielsen will be able to measure video ads across content on Roku streaming devices. Specifically, Nielsen will measure OTT viewing with its Digital Ad Ratings tool, allowing advertisers and publishers to use the company’s metrics and measure their audience through typical Nielsen demographics.

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This article was originally posted on VideoInk and is reposted on [a]listdaily via a partnership with the news publication, which is the online video industry’s go-to source for breaking news, features, and industry analysis. Follow VideoInk on Twitter @VideoInkNews, or subscribe via for the latest news and stories, delivered right to your inbox.