Roku enables four-screen measurement in Nielsen Total Ad Ratings

Roku has announced a partnership with Nielsen to enable four-screen measurement for the first time across traditional TV, connected TV, desktop, and mobile in Nielsen Total Ad Ratings.

This will allow marketers running ads with Roku to deduplicate campaign reach and frequency across all four screens in the home, Nielsen said. 

Nielsen Four-Screen Ad Deduplication will initially be available in Nielsen Total Ad Ratings and will underpin audience deduplication in Nielsen ONE when it releases in December 2022. The measurement is inclusive of any Roku media running through OneView and video inventory on Roku Ad Framework certified channels.

This is an expansion of a partnership first established in 2016. Since then, more than 200 advertisers have measured their TV streaming campaigns on Roku.

Kim Gilberti, SVP, product management, Nielsen, said: “Marketers are increasingly investing in CTV to follow consumers. However, brands want consistent measurement across screens. Marketers can now better evaluate CTV inventory’s unique reach and frequency in conjunction with their entire Roku buy in a comparable and comprehensive manner, and advertisers can reduce waste and help ensure that relevant ads are delivered to the right audiences across devices. This release brings us one step closer to providing comparable and deduplicated metrics across screens with Nielsen ONE.”

Asaf Davidov, head of Ad Measurement and Research, Roku, said: “We believe that all TV ads will be accountable and measurable. Our direct consumer relationship, our scale, and our tech all make us uniquely positioned to work with Nielsen to make measurement simpler and more accurate as marketers shift spend to TV streaming.”