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Tubi Expands Nielsen Relationship for Ad Ratings

Tubi April 29 announced that it is working on an expansion of its current integration with Nielsen that will allow for enhanced and comprehensive measurement through the latter’s digital ad ratings product. As part of this integration, measurement of Tubi will expand coverage of streaming devices, including computer, mobile and connected TV (CTV) inventory served on specific CTV devices.

This aims to give advertisers a more comprehensive view of ad performance on Tubi, inclusive of co-viewing.

Tubi’s contends the integration with Nielsen will advance advertiser need for third-party measurement in the fast-growing ad-supported OTT space, with measurement and transaction in line with traditional TV audiences. Tubi’s expanded relationship with Nielsen will include co-viewing measurement and allow for buying target audiences across its library of more than 40,000 movies and television series.

“As a movie and television streaming service with 80% of our viewers watching on TV screens, we’re excited about the proposed integration of Nielsen Digital Ad Ratings measurement across our device partners,” Mark Rotblat, chief revenue officer at Tubi, said in a statement. “This upcoming device coverage replaces slim proxies with comprehensive and stable currency-grade measurement, allowing our advertisers to transact on audiences in a way that is apples-to-apples with traditional TV.”

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With the proposed Nielsen DAR integration on Tubi, brands can now leverage deeper contextual insights and align brand objectives with the thousands of movies and television titles audiences consume. Additionally, advertisers will be able to better understand the demographic and interest-based attributes of an audience.

“In this increasingly fragmented media landscape, the need for independent measurement is more critical than ever, as is providing more transparency to advertisers,” said Ameneh Atai, GM of digital audience measurement at Nielsen.

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