In a joint announcement to digital companies recently, ratings leader Nielsen and media player maker Roku said that they have banded together to measure ad deliveries for over-the-top (OOT) content. About half of Roku’s available channels are ad-supported, and the company currently has approximately 10 million devices in operation in the U.S. Although actual clients for the new service were not announced, most observers are aware that CBS Corp. is one of the initial partners.
Both companies feel that measuring leading streaming platforms represents a big push toward the effective monetization of OTT content. “Cross-platform audience measurement is critical for advertisers looking to leverage the trend of increasing over-the-top video consumption,” said Megan Clarken, executive VP of global watch product leadership at Nielsen, while a CBS executive lauded Roku’s involvement as “important… in the progression of video distribution.”