Nielsen Adds Four-Screen Ad Deduplication For YouTube Campaigns In Italy

Nielsen has expanded its cross-platform ad measurement for YouTube in Italy to include Four-Screen Ad Deduplication, bringing linear TV audiences into scope alongside computer, mobile and connected TV (CTV) devices.

The capability helps advertisers and agencies compare deduplicated YouTube reach, including CTV, with linear TV ad buys, supporting clearer planning, optimisation and verification across platforms.

The move follows Nielsen's 2024 announcement that it would measure YouTube CTV ads across three screens (computer, mobile and CTV) in 11 countries and its subsequent launch in Italy. Nielsen is now extending measurement across four screens to deliver greater comparability, with further international rollouts planned in the coming months as part of a broader collaboration with YouTube.

Nielsen said the enhancement offers marketers a more complete view of cross-platform strategies and enables them to maximise campaign impact by understanding a campaign's unique, deduplicated reach both within and across platforms.

Inam Mahmood, General Manager EMEA, Nielsen, said: "The addition of linear TV alongside the reporting on YouTube on computer, mobile, and CTV, is a further step on our journey towards Nielsen ONE and true cross-media measurement. In a converged world, providing a comprehensive view of campaigns across multiple platforms, and how audiences are engaging with ads, is vital to give media buyers and sellers greater comparability than ever before.

"At Nielsen we are deeply committed to providing trusted, deduplicated metrics across all platforms, whilst always continuing to be an independent, transparent, and reliable partner to our clients and the Italian market as a whole.''

Nielsen described the availability of Four-Screen Ad Deduplication in Italy as a key milestone towards true cross-media measurement with Nielsen ONE, providing trusted, deduplicated metrics to help clients understand reach, manage frequency and verify audiences across buys.

www.nielsen.com