Disney, Magna sign on for Nielsen One Alpha launch

Disney and Magna are joining other agencies, advertisers and publishers for an Alpha version of Nielsen One, the TV ratings company’s new cross-screen ad measurement platform.

Alpha, which will debut next month at CES, is the first iteration of Nielsen One. The company said it will continue to add new feature, enhancements and model improvements leading up to the official launch of Nielsen One in the fourth quarter of 2022.

"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 at Disney Media & Entertainment Distribution, in a statement. "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."

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Nielsen One Alpha will focus on ad campaigns and develop a cross-platform measurement system for both comparability and audience deduplication across linear TV, connected TV, desktop and mobile. The company said media buyers and sellers will have a more “holistic view” of their ads across consumer delivery systems and platforms. The deduplicated ad measurement metrics will account for age and gender information.

"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 Nielsen Chief Operating Officer Karthik Rao in a statement. "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."