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Tubi-Nielsen deal to bring co-viewing measurement to advertisers

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By Kendra Clark | Senior Reporter

April 29, 2022 | 5 min read

Nielsen and Tubi are collaborating with the goal of integrating Nielsen’s Digital Ad Ratings into Tubi’s media business, per an announcement today. The move aims to bring more transparent and comprehensive measurement capabilities to advertisers. It also speaks to the industry’s hunger for third-party measurement solutions in a fragmented ecosystem.

Tubi app download screen in app store on cell phone or mobile device

Nielsen’s Digital Ad Ratings will be integrated into Tubi media to offer advertisers a more comprehensive picture of performance / Adobe Stock

Fox Entertainment-owned Tubi today announced that it’s developing a deal with media measurement titan Nielsen that aims to bring more comprehensive measurement tools to advertisers.

The two parties plan to bring Nielsen’s Digital Ad Ratings (DAR) product to Tubi’s media business and expand Tubi measurement across streaming touchpoints including desktop, mobile, connected TV (CTV) and other connected devices.

The move aims to give advertisers a more accurate and precise picture of campaign performance on Tubi across devices – including traditionally difficult metrics such as co-viewing. It will also enable advertisers to buy target audiences across a range of more than 40,000 movies and television series via Tubi and its 250-plus content partners.

“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,” said Mark Rotblat, Tubi’s chief revenue officer, in a statement.

The new integration promises deeper contextual insights that may help brands better assess the right placements for their media in accordance with their brand values and campaign objectives. With DAR, advertisers will also gain access to valuable data concerning audiences’ interests, attributes and demographics, which will help improve targeting and potentially drive better outcomes.

As the CTV and over-the-top (OTT) media industry grapples with measurement challenges, Nielsen has become the subject of increasing scrutiny, culminating in the loss of its Media Rating Council accreditation and sale to a private equity consortium last month. With a recent rebrand and a bevy of new product innovations and partnerships, Nielsen is making progress in its rebound.

The company claims that the new Tubi integration represents another step closer to its vision for Nielsen One, which it bills as a universal, cross-media measurement solution. Nielsen One has been in development since 2020 and is expected to be rolled out in the fourth quarter of this year.

Nielsen’s general manager of digital audience measurement expressed in a statement today that he believes the expanded partnership with Tubi helps to answer the industry’s growing demand for third-party measurement solutions. “In this increasingly fragmented media landscape, the need for independent measurement is more critical than ever, as is providing more transparency to advertisers,” he said. “Nielsen Digital Ad Ratings delivers audience measurement metrics across computers, smartphones, tablets and connected TV, providing campaign insights across digital media platforms and a deeper understanding of the unique reach of Tubi’s target audiences.”

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