Nielsen and FreeWheel, a Comcast company, have announced plans to expand measurement to OTT and STB VoD inventory in the US. The companies have said that this effort will enhance the value of the television ecosystem through additional data-enabled, targetable premium digital video platforms for programmers, MVPDs, agencies and advertisers to effectively reach consumers.
This announcement comes six months after Nielsen announced that it was integrating Comcast’s non-personally identifiable TV viewing data with its panel data.
Nielsen and FreeWheel say these efforts are aimed at unlocking greater understanding of the total television marketplace, allowing advertisers to take advantage of additional impressions and expanding overall TV ecosystem market liquidity via FreeWheel’s Advertisers, Markets and Publishers divisions.
Nielsen and FreeWheel plan to provide more details about this broader initiative ahead of the 2019 TV Upfront.
