Nielsen ONE 디즈니 및 MAGNA와 함께 출시하는 알파는 단일 크로스 플랫폼 측정 솔루션을 향한 중요한 이정표입니다.

2021년에 일련의 기술 및 측정 기술 발전에 이어, 닐슨은 소비자 가전 전시회(CES)에서 Nielsen ONE 알파 중복 제거 광고 측정 기술을 선보입니다.

New York – Dec. 21, 2021 –  Nielsen (NYSE: NLSN) announced it will reveal a major step toward Nielsen ONE, its single cross-platform measurement solution, showcasing its newest advancement, Nielsen ONE Alpha deduplicated ad measurement, which will debut at the upcoming Consumer Electronics Show (CES) in Las Vegas. Alpha is the first iteration of Nielsen ONE which will continue to evolve with new feature additions, enhancements, and model improvements leading up to the launch of Nielsen ONE in the fourth quarter of 2022.

Disney (NYSE: DIS) and MAGNA (NYSE: MGA)  join several agencies, advertisers and publishers as Nielsen ONE Alpha participants from both the buy and sell sides of the industry.

“There’s a critical need for the evolution of measurement to truly reflect audiences and engagement, and Disney is uniquely positioned to help define and develop that roadmap,” said Julie DeTraglia, Head of Research, Insights and Analytics, Disney Media & Entertainment Distribution. “We are pleased to join the Nielsen ONE Alpha program to ensure it accurately creates a holistic view of ad performance and content viewership for the industry.”

Nielsen ONE 알파는 광고 캠페인에 특화되어 모든 스크린(리니어 TV, 커넥티드 TV, 컴퓨터 및 모바일)에서 비교 가능성과 잠재고객 중복 제거 기능을 모두 제공하는 최초의 크로스 플랫폼 측정 시스템을 공개할 예정입니다. 미디어 구매자와 판매자는 처음으로 소비자 전달 시스템과 플랫폼 전반에서 조화롭고 전체적인 방식으로 광고를 가장 종합적으로 파악할 수 있게 되며, 이는 선형 및 디지털 환경이 빠르게 통합되는 상황에서 매우 중요한 요소입니다. 중복 제거된 광고 측정 지표는 연령과 성별 정보를 설명합니다.

“We are pleased to be working with Nielsen to provide insight and feedback regarding Nielsen ONE and ensure it delivers on its promise of being a truly holistic cross-screen measurement solution,” said Brian Hughes, EVP, Managing Director, Audience Intelligence & Strategy, MAGNA.” 

This game-changing news builds on a series of industry-leading enhancements made by Nielsen over the past year, including the transformation of its 디지털 measurement, onboarding big data for inclusion into its National TV measurement service in September 2022, rebranding its streaming suite, unveiling its cookieless approach, rolling out an ID Resolution System and most recently, enhancing its National television measurement by measuring viewing in a more precise manner with Individual Commercial Metrics.

“All our hard work this past year has positioned us to take this significant step in fundamentally changing the game and providing the industry with what it wants, needs and deserves,” said Karthik Rao, Chief Operating Officer, Nielsen. “We are on track to deliver our single cross-platform measurement solution in the fourth quarter of 2022, as planned and in a manner that will support the $100 billion video advertising ecosystem.  The Alpha launch serves as a clear proof point in our ability to deliver and we are working closely with a diverse group of clients on this important step. In fact, Nielsen ONE will bring together all the intelligence we have to date in order to help clients capitalize on consumers’ rapidly shifting media habits.”

Participants in this early Alpha range from select agencies, advertisers, digital publishers and networks.  Access to Nielsen ONE Alpha will give users an ability to measure advertising content across linear and digital platforms and provide holistic and harmonized ad metrics. 

닐슨은 커버리지 확대, 리니어 TV와 디지털 간 비교 가능성 제공, 데이터 솔루션의 품질과 사용성 강화를 목표로 2022년 12월 출시 전까지 Nielsen ONE 에 대한 주요 개선 사항을 지속적으로 발표할 예정입니다.  

​​