Nielsen is set to expand its Connected TV (CTV) measurement of YouTube ads into 11 global markets as part of an agreement between Nielsen and Google, which will integrate YouTube CTV measurement, including co-viewing, into Nielsen ONE Ads.

The markets include Australia, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, South Korea, Thailand, and the UK.

This expansion builds on the recent announcement of Nielsen ONE's global roll out. Nielsen ONE Ads is part of Nielsen's cross-platform campaign measurement product suite, which provides deduplicated audience reach and frequency metrics. The inclusion of YouTube CTV into Nielsen ONE Ads internationally gives advertisers and agencies a comprehensive view of campaigns across multiple platforms.

"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. 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," said Deirdre Thomas, Chief Product Officer for Nielsen Audience Measurement.

The expansion allows buyers to better understand reach, manage frequency and verify the audience of their buys on YouTube with greater comparability than before. The timeline for the expansion will differ between markets with the UK being the first market to have launched non-deduplicated CTV ads measurement in Q4 2023.

Three-screen duplication across mobile, computer, and CTV will be rolled out in the UK in Q2 2024 and in Germany, India, Italy South Korea, Australia, Indonesia, Japan, Mexico, the Philippines, and Thailand in Q3 2024. Four-screen duplication across mobile, computer, Linear TV, and CTV will be rolled out in Indonesia, Mexico, the Philippines, Thailand, South Korea, and UK in the second half of 2024.

"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," added Kate Alessi, Managing Director, Global Product Solutions, YouTube.

Nielsen and Google will continue to look for opportunities to expand these services in other markets globally, further enhancing the ability of advertisers and agencies to understand their reach across multiple platforms.