Nielsen, a global leader in audience measurement, data, and analytics, announced today that Nielsen ONE Ads will be available in the United States beginning January 11. Nielsen ONE Ads is the latest measurement innovation, providing a consistent, comparable, and deduplicated view of ads across screens, and will be initially available in the United States.

As the industry changes, media buyers and sellers must understand their audiences and how to reach them. Advertisers, brands, and publishers will be able to understand reach and frequency across linear TV, connected TV, desktop, and mobile for the first time. Nielsen ONE Ads will enable publishers to demonstrate the strength of their platforms and media buyers to identify the most efficient and effective places to advertise to reach their target audiences.

Nielsen ONE Ads will introduce impact data for more granular linear television measurement, calculating audiences at the second level rather than the current industry standard of minute-level audiences. This will improve industry comparability across television and digital platforms.

Nielsen ONE Ads will also provide “always on” digital campaign and insight metrics. Furthermore, Nielsen ONE’s proprietary ID system, as well as data from Nielsen’s panels, will be used. Direct publisher integrations across walled gardens will also provide insight into true person-level campaign impressions.

Nielsen ONE Ads will also evolve in 2023 to include advanced audience and outcomes measurement to support a campaign from start to finish, providing an unparalleled view of the audience at each stage of the media journey: from the audience who saw an ad campaign to how the campaign was delivered to niche audiences, and the actions those audiences took as a result of seeing the campaign.

Audiences today control what they watch when they watch it, and how they watch it. As the media landscape becomes more varied and complicated, Nielsen is committed to working with the industry to bring clarity and simplicity to media buying and selling through Nielsen ONE,” said Karthik Rao, Chief Executive Officer, Audience Measurement, at Nielsen. “By combining the scale of big data and granular insights from our people-based panel, Nielsen ONE provides comprehensive, representative measurement of ads and content for our clients to transact with confidence.”

Nielsen ONE Content Alpha, which will be available this year in addition to Nielsen ONE Ads, provides cross-platform, deduplicated, and syndicated content metrics across devices, delivering a contextualized view of aggregated program performance across distribution platforms.

Nielsen ONE Ads and Content will combine current linear and digital measurement capabilities into a single system. Ultimately, Nielsen ONE will enable advertisers and publishers to plan and transact using a single metric that is reliable, independent, and industry-standard across linear and digital.