The new Nielsen Cross-Platform Campaign Ratings service will offer clients a way to measure cross-platform traffic over TV and the Internet to aid media planning and advertising campaigns.
“The goal is to overcome challenges posed by separate media planning, buying and analysis processes for TV and the Internet, and to answer a growing demand by advertisers for cross-platform measurement tools that help them streamline their marketing strategies,” said Nielsen and partner GroupM, a media agency.
“Cross-platform metrics are essential to both buyers and sellers of advertising,” said Steve Hasker, president of media products and advertiser solutions for Nielsen. “Every day, we’re hearing from advertisers, online publishers, TV networks and agencies that a better system of measurement is required.”
The service may also add more data from additional media platforms in the future, according to The Hollywood Reporter.
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