Singapore – Nielsen has announced that it is expanding its Connected TV (CTV) measurement of YouTube ads into 11 global markets. These include Australia, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, South Korea, Thailand, and the UK.

Through the service expansion, the agreement between Nielsen and Google will integrate the YouTube CTV measurement service, inclusive of co-viewing, into Nielsen ONE Ads to measure audiences in these markets.

‘Nielsen ONE Ads’ is the company’s cross-platform campaign measurement product suite which provides deduplicated audience reach and frequency metrics. The addition of YouTube CTV into Nielsen ONE Ads internationally gives advertisers and agencies a comprehensive view of campaigns across multiple platforms. It also allows buyers to better understand reach, manage frequency and verify the audience of their buys on YouTube with greater comparability than ever before. 

Deirdre Thomas, chief product officer for Nielsen Audience Measurement, said, “The expansion of our measurement of YouTube CTV ads in 11 countries is a major step forward in our Nielsen ONE global roll out. Agencies and advertisers need comprehensive, consistent, deduplicated measurement of audiences globally, and Nielsen is uniquely positioned to provide that.”

She added, “We are proud to partner with Google to enable YouTube CTV measurement within Nielsen ONE. This is another major milestone on our path to deliver true cross-platform measurement.”

Meanwhile, Kate Alessi, managing director for global product solutions at YouTube, commented, “The way people watch video has changed, and advertisers are calling for comprehensive cross-media measurement across screens. This expansion allows advertisers and agencies in 11 additional markets to compare YouTube’s reach across devices with TV, providing a more complete picture of ad spend and the deduplicated audiences they’re reaching.”

Singapore – Integral Ad Science (IAS) has announced the expansion of its existing partnership with global tech company Meta. Through the expanded partnership, IAS will be rolling out its ad measurement tools for Facebook and Instagram Reels.

This now means that Reels advertisers will now have transparency into the performance of their ad campaigns. The adtech company has previously provided advertisers with measurement tools that include viewability and invalid traffic for placements across Facebook and Instagram.

The IAS and Meta partnership first began in 2016.

Yannis Dosios, chief commercial officer at IAS, said, “Facebook and Instagram Reels are enormously popular with advertisers, and based on the success of the existing partnership between Meta and IAS, we are pleased to broaden our work together and provide this deeper level of transparency for Reels ads.”

He added, “With more than 140 billion Reels played daily, smart marketers have already been placing advertisements on Reels and now they have even more measurement insights into which of their ads are being seen and driving results.”

Recently, IAS announced the expansion of its existing partnership with TikTok, which will bring its ‘Total Media Quality’ brand safety and suitability measurement product to advertisers in 23 new markets.

Sydney, Australia – Digital media measurement, data and analytics platform DoubleVerify has announced its partnership with major connected TV providers in ANZ to offer quality measurement of their CTV advertising inventory.

CTV providers Foxtel, Television New Zealand and several other major broadcasters can now provide advertisers with access to DoubleVerify’s suite of quality measurement solutions, improving transparency and accountability of their client’s CTV investments.

DoubleVerify’s offering to these CTV providers revolve their own verification script DV Video OmniTag, which enables advertisers to measure and report on fraud, brand suitability and metrics such as ‘fully on screen’ and ‘quartile completion’ within the CTV environment. These are key metrics advertisers look for when gauging the efficacy of their media campaigns.

In short, the technology enables broadcasters to provide advertisers with an authenticated, high quality CTV environment for streaming media ad buys.

Imran Masood, country manager for ANZ at DoubleVerify, said that they aim to provide accurate real-time measurement for advertisers and media owners and create a trusted marketplace for advertisers to invest, adding that they can now look at the real impact that an ad is having and enable advertisers to get true insight into brand advertising on CTV platforms.

“Our mission is to provide the best ad analytics and digital media measurement in the market, whether it be CTV, desktop, social, mobile app, and video, and the acceptance of DV Video OmniTag with leading TV networks in Australia and New Zealand is part of that plan,” Masood stated.

Meanwhile, Chris Oxley, national head of digital sales at Foxtel Media said, “We have worked closely with DoubleVerify to deploy the DV Video Omnitag on the Foxtel platform because we believe that advertisers want to access high-quality CTV ad inventory. CTV is booming as audiences continue to move between linear to appointment TV to streaming platforms and the ability to measure media performance in the on-demand streaming world is critical for marketers.”

Singapore – Global mobile marketing analytics platform Adjust has extended its current connected TV (CTV) and over-the-top (OTT) service offering to include connected TV ad to its mobile measurement tool. The feature gives advertisers a complete view of the user journey from CTV ad view through to mobile app install, providing cross-device insights to help optimize campaigns and drive growth.

The addition of Adjust’s CTV to mobile measurement feature brings attribution data for mobile marketers into one place, enabling them to assess the performance of their marketing campaigns across all channels, including CTV and OTT. By leveraging Adjust’s multi-touch attribution, marketers can see the full impact of CTV advertising on their overall user acquisition strategy, helping prove return of investment (ROI).

The company’s latest feature complements its Connected TV App Measurement solution launched last year. Focused on helping marketers maximize the adoption of their OTT and CTV apps, CTV App Measurement includes integrations for all major CTV platforms including Apple TV, Android TV, Amazon Fire, and Roku.

Gijsbert Pols, lead product strategist at Adjust, said that the company remains committed to helping apps meet their users where they are, empowering them to serve engaging ads that can be confidently measured and attributed.

“As CTV grows, so does its influence as an advertising medium — transforming what’s broadly been thought of as an awareness tool into a key performance channel. It has become essential for marketers and developers to understand CTV’s role in the user journey,” Pols stated.

He added, “Historically, television has been an expensive advertising channel with ROI difficult to prove. However, with holistic CTV measurement, teams with leaner budgets can enter the space and spend efficiently, while also maximizing an innovative new channel.”