Roku has enabled Nielsen four-screen measurement across traditional TV, connected TV, mobile, and desktop.

Nielsen ratings are the gold standard for gauging the popularity of TV shows. Nielsen’s Four-Screen Ad Deduplication is a major step forward in its Nielsen One plans. Nielsen One is slated for release in December 2022 and will be a cross-media measurement platform.

“Marketers are increasingly investing in CTV to follow consumers. However, brands want consistent measurement across screens,” said Kim Gilberti, SVP, Product Management, Nielsen. “Marketers can now better evaluate CTV inventory’s unique reach and frequency in conjunction with their entire Roku buy in a comparable and comprehensive manner, and advertisers can reduce waste and help ensure that relevant ads are delivered to the right audiences across devices. This release brings us one step closer to providing comparable and deduplicated metrics across screens with Nielsen ONE.”

“We believe that all TV ads will be accountable and measurable,” said Asaf Davidov, Head of Ad Measurement and Research, Roku. “Our direct consumer relationship, our scale, and our tech all make us uniquely positioned to work with Nielsen to make measurement simpler and more accurate as marketers shift spend to TV streaming.”