Nielsen will  expand its YouTube connected TV (CTV) ad measurements across 11 countries, integrating YouTube CTV with Nielsen One ads.

The agreement between Nielsen and Google will see the integration of YouTube CTV into Nielsen’s ONE ads to help measure audiences in key markets including Australia, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, South Korea, Thailand, and the UK.

The integration with YouTube CTV, means that the cross platform campaign measurement tool, will make it easier for advertisers and agencies to understand and verify the audience of their buyers.

The UK is the first market to see the product launched, with the launch of non duplicated CTV ads in Q4 2023.

Three screen (across mobile, computer and CTV) duplicated metrics will be launched in the UK in Q2 2024, before being launched in the other markets in Q3 2024.

Four screen duplication (across mobile, computer, CTV and linear TV) will be launched in Indonesia, Mexico, the Philippines, Thailand and South Korea in the second-half of 2024.

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Nielsen and Google will also look to expand the technology further.

“The expansion of our measurement of YouTube CTV ads in 11 countries is a major step forward in our Nielsen ONE global roll out,” said Nielsen Audience Measurement chief product officer Dierdre Thomas.

“Agencies and advertisers need comprehensive, consistent, deduplicated measurement of audiences globally, and Nielsen is uniquely positioned to provide that,” she added.

“We are proud to partner with Google to enable YouTube CTV measurement within Nielsen One. This is another major milestone on our path to deliver true cross-platform measurement,” she continued.

YouTube global product solutions managing director Kate Alessi added: “The way people watch video has changed and advertisers are calling for comprehensive cross media measurement across screens”.