Nielsen, a global leader in audience measurement, data, and analytics, has announced the integration of Connected TV (CTV) ad spend data into its flagship Ad Intel platform. This enhancement deepens Nielsen’s position as a trusted authority in cross-platform advertising intelligence, delivering a more holistic view of media investment across the evolving CTV landscape.
By incorporating CTV coverage into Ad Intel — Nielsen’s industry-leading source of advertising intelligence — marketers and advertisers now gain unprecedented visibility into ad spend across major streaming platforms. The update allows them to track investments in CTV alongside existing insights from linear TV, digital, and other media formats. With this enriched perspective, brands and agencies can better evaluate competitors’ cross-platform media strategies and allocate their own budgets more effectively to maximize performance.
Enhanced Visibility Across CTV and Beyond
With the growing prominence of CTV as a marketing channel, the latest addition to Ad Intel helps clients:
- Monitor CTV investment across sectors: Uncover which platforms, formats, and creatives are driving the most ad spend within your category to identify whitespace and growth opportunities.
- Gain creative and placement intelligence: Analyze competitor messaging and ad formats across different CTV services to inform campaign positioning.
- Access device-level insights: Drill down into ad delivery by device type — including in-app, browser, and smart TV — to optimize targeting and boost ROI.
- Drive smarter media planning: Leverage detailed insights to fine-tune creative strategies, reallocate spend across platforms, and increase overall campaign efficiency.
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The rollout begins in Germany this August, with additional markets across EMEA to follow. This launch will provide advertisers with granular insights into CTV activity across top streaming platforms such as Amazon Prime Video, Netflix, YouTube, Disney+, RTL+, DAZN, Sky, Joyn, WOW, Waipu.tv, and Pluto TV.
The CTV expansion is part of Nielsen’s broader strategy to strengthen its Ad Intel product through ongoing investments in digital media coverage, ensuring advertisers remain competitive in an increasingly fragmented media ecosystem.
“In today’s dynamic media landscape, content consumption is constantly evolving across multiple platforms. Marketers face the challenge of deciphering where to spend their ad dollars effectively amongst this channel proliferation, to ensure stand out campaigns from competitors whilst also reducing marketing waste. Indeed, our recent Annual Marketing Report revealed that 56% of marketers globally plan to increase their CTV spending in 2025, showing just how important this channel is becoming,” said Inam Mahmood, General Manager, EMEA, Nielsen.
“Therefore, by adding CTV coverage into our Ad Intel product, we are further enhancing the most comprehensive advertising intelligence in the market. This empowers advertisers, agencies, publishers, and broadcasters with actionable insights to maximise campaign impact and outsmart the competition. This is a significant milestone in our ongoing efforts to deliver cross-platform competitive intelligence, which enables our clients to make smarter decisions, optimise their media strategies, benchmark against competitors, and improve their ROI. Launching this in Germany is just the start for us across the EMEA region and more will follow in the coming weeks and months.”
With CTV now one of the fastest-growing advertising channels, Nielsen’s upgraded Ad Intel positions businesses to stay ahead of industry shifts — giving them the insight needed to adapt, compete, and thrive in a digital-first media environment.
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