Nielsen, a leader in audience measurement and analytics, has announced a partnership with Innovid, a key player in advertising delivery and measurement for converged TV across various platforms. This collaboration aims to streamline ad measurement and enhance the user experience by integrating Innovid’s ad serving system with Nielsen ONE. The goal is to create a more efficient workflow, improving usability and coverage for ad measurement across multiple platforms.
Nielsen ONE provides a comprehensive, deduplicated view of ads and programs across linear TV, streaming, and digital media. By partnering with Innovid, Nielsen plans to implement a zero-touch workflow that will simplify the reporting process for advertisers and agencies. This integration is expected to enhance data quality, reduce operational burdens, and allow users to fully utilize Innovid’s extensive coverage of the streaming landscape.
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The collaboration is designed to leverage Nielsen’s expertise in cross-media audience measurement and Innovid’s capabilities in CTV and programmatic advertising. This partnership aims to offer the industry a holistic and detailed perspective on cross-media ad campaigns.
In the upcoming months, Nielsen and Innovid will conduct tests to ensure the seamless technical integration of their systems.