Nielsen is launching an alpha test of its Nielsen One cross-platform media measurement system and The Walt Disney Co. and Magna Global are among around 10 buyers and sellers putting its new product through its paces.
Nielsen will showcase Nielsen One Alpha in demos at CES next month as it takes the latest of several steps toward the full launch of Nielsen One in the fourth quarter of 2022, the company said. Disney and Magna, part of Interpublic Group of Cos.’ IPG Mediabrands, are among 10 companies that will be using the first version of the Nielsen One, said Karthik Rao, chief operating officer of Nielsen.
This is not a prototype but rather an early run of a fully functional measurement system Nielsen is looking at as its next-generation solution for measuring ad campaigns across all screens – including linear and connected TV, desktop computers and mobile devices, as Rao described it. Even so, Nielsen plans further “major enhancements” to Nielsen One on the way to a planned December 2022 launch, the company said in a statement.
Nielsen One Alpha provides deduplicated age and gender information across media platforms.
It’s a crucial product for Nielsen as the successor to its TV ratings and Digital Ad Ratings services. Those measurement tools, while widely used to measure linear TV, CTV and digital video, are either under review by the Media Rating Council after formerly having accreditation (Digital Ad Ratings) or have had their accreditation suspended (TV ratings).