Dentsu Experiments With Connected TV Measurement

Via AdExchanger


The gist: The Dentsu Aegis Network is testing a cross-screen measurement system to connect TV IDs to Nielsen panels.

More information: “The Dentsu Aegis Network is testing a cross-screen measurement system developed by video platform YuMe, released Wednesday, which maps connected TV (CTV) IDs to Nielsen panels,” wrote AdExchanger.

“The system gives TV planners access to audience measurement based on demographic breakouts across multiple app publishers through a partnership with Nielsen,” the article added.

AdExchanger noted: “Dentsu’s digital video investment team wants a common metric to compare audiences across desktop, mobile and linear TV screens.”

Read it all here.

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