Nielsen integrates advanced audiences and outcomes measurement in ONE Alpha

Ad measurement firm Nielsen has revealed the next phase of its Nielsen ONE Alpha cross-platform measurement solution.

The platform promises to combine “the power of audience measurement with advanced audience and outcomes measurement to support an ad campaign from end-to-end.”

Nielsen said that the latest phase brings next-gen capabilities, and that they will provide advertisers with a holistic view of their campaign, including seeing how it was delivered to niche audiences and the actions that audiences took as a result.

Nielsen’s ONE Alpha will have general availability at the end of this year, while these new features will remain in alpha form upon introduction into the user interface in 2023.

Karthik Rao, chief operating officer, Nielsen, said: “We continue to make tremendous progress to bring cross-platform metrics to market by the end of this year, following the initial launch of Nielsen ONE Alpha. And we continue to innovate our solution to add more features, while bringing in additional metrics that matter most to marketers. 

“By previewing advanced audiences and outcomes measurement alongside reach and frequency metrics, we are helping marketers with a next generation solution where they will be able to better understand the value of the investments they are making, the targeted audiences they’re reaching, and the actions being taken in a single view.”