Roku to Enable ‘4-Screen Measurement’ for First Time, Says Nielsen

Nielsen announced Thursday that Roku will enable “four-screen measurement” for the first time across traditional TV, connected TV, desktop and mobile in Nielsen Total Ad Ratings. The collaboration will enable marketers running ads with Roku to “deduplicate” campaign reach and frequency across all four screens in the home, said Nielsen. “As consumers spend more time streaming, marketers are diversifying their media investments and continue to shift more dollars to TV streaming than ever before,” it said. Nielsen data showed streaming surpassed cable for the first time in July, capturing its largest share of TV viewing ever. OneView, Roku's ad platform built for TV streaming, is directly integrated with Nielsen's measurement solution, “enabling robust, person-level measurement of ad campaigns on the Roku platform.”