A single source of truth like Neilsen One allows marketers to spread their ad dollars because they have a 360-degree view of the audiences who are seeing their ads. For all the enthusiasm around Nielsen One, it’s only a starting point.
Several ad federations are making a move toward implementing cross-media measurement frameworks, including the Association of National Advertisers, the World Federation of Advertisers, and more. Besides, global companies such as Kantar, Google, etc. have already released cross-screen planning and measurement tools. That means the competition is fierce, and Nielsen may have to keep adding innovative features to stand out.
In the first phase of Nielsen One, its focus on unique reach and granular linear TV reporting in particular is notable. This can aid brands validate audience reach and optimize ads across digital and linear platforms.
According to recent studies, nearly 40% of digital advertising budgets are wasted on the wrong audiences, and unique reach is a strong indicator of ROI performance.
While Nielsen One cannot be a direct replacement for third-party cookies, it can definitely enable cross-screen identity resolution to an extent. Furthermore, it can propel the importance of cross-media audience measurement in a multi-screen world.
Marketers can now better evaluate CTV inventory’s unique reach and frequency in conjunction with their entire linear-TV buy in a comparable and comprehensive manner. They can reduce waste and help ensure that relevant ads are delivered to the right audiences across devices. The release of Nielsen One indeed brings us one step closer to making the cross-screen measurement framework a reality for marketers.