Nielsen deduplicates audiences across streaming and smart TVs

Ad measurement firm Nielsen has announced expanded deduplication of connected TV (CTV) audiences to include new Smart TV OEM inventory.

The expansion will see media buyers and sellers able to obtain accurate, person-level viewership inclusive of co-viewing across Samsung and VIZIO devices, along with Roku, Hulu and other streaming platforms.

Nielsen said that Digital Ad Ratings (DAR) users deduplicated person-level reporting of CTV audiences across leading smart TV OEMs and streaming providers. 

Ameneh Atai, General Manager, Digital Audience Measurement, Nielsen, said: “This is a critical step toward Nielsen ONE and the movement toward providing comparable and deduplicated metrics across all screens, 24/7 for the marketplace. 

“Nielsen’s combination of CTV coverage and deduplication with person-level co-viewing leads the industry as streaming grows and represents a larger share of how people consume media.”