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Nielsen launches deduplicated YouTube CTV campaign measurement in the UK

2 minute read | June 2024

London – June 26, 2024 Nielsen, a global leader in audience measurement, data and analytics, has today announced the expansion of YouTube Connected TV (CTV) ads measurement to now include deduplication with mobile and desktop devices in the UK.

Following the February announcement of the expansion of Nielsen’s measurement of YouTube ads into 11 global markets, the UK’s launch means that it will now measure YouTube ad inventory across three screens – computer, mobile, and CTV – and is the first of the 11 markets to go live.

Measurement of the YouTube CTV app in Nielsen ONE Ads, the company’s cross-platform campaign measurement product suite, includes co-viewing and will be deduplicated against other Google exposures across computers and mobile devices.

“This launch gives our agency and advertiser clients the ability to compare YouTube’s ad reach across computer, mobile, and CTV devices, providing a complete picture of YouTube campaign performance in the UK,“ said Deirdre Thomas, Chief Product Officer for Nielsen Audience Measurement. “Delivering deduplicated YouTube CTV measurement is a major milestone in our plans to deliver true cross-platform measurement to power a better media future for all, and we are proud to be partnering with Google to make this a reality in the UK.”

The addition of the measurement of YouTube CTV into Nielsen ONE Ads allows buyers to better understand reach, manage frequency and verify the audience of their buys on YouTube with greater comparability than ever before. Additional 3-screen markets will be released in Q3 2024.

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Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at and connect with us on social media (X, LinkedIn, Facebook and Instagram).

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