Once the niche domain of select, pure-play streamers, streaming has matured into ubiquity by meeting a critical audience need: choice. And as streaming grows beyond traditional subscription options, advertisers and agencies are going to where the audience is.
In this article, Jon Kaiser, SVP, Advertisers and Industries, writes about the growth of streaming and the need for comparable, deduplicated measurement as advertisers and agencies increase their CTV spending. The upside is that YouTube, which continues to grow its share of TV usage, has enabled the “always on” function of Nielsen’s Digital Ad Ratings. To benefit, advertisers and agencies simply need to enable the functionality for their YouTube campaigns to begin benefiting from true cross-channel comparability within one of the market’s leading and largest ad-supported platforms.
