Nielsen teams with Roku to measure Net video viewership

Nielsen has a deal with Internet video streaming product maker Roku to measure advertising viewed by those watching Net-delivered video. The agreement, the first to cover ads viewed on Net video broadcasts, would bring sales of those ads on par with those delivered via traditional TV. "Cross-platform audience measurement is critical for advertisers looking to leverage the trend of increasing over-the-top video consumption," said Megan Clarken, Nielsen's executive vice president of global watch product leadership.

Eventually, "all TV will be streamed, and with it all TV advertising," said Roku's vice president of advertising Scott Rosenberg. "We're excited to join forces with Nielsen to significantly advance the measurement and value of (over-the-top) advertising. With Nielsen, we're integrating these capabilities directly into the Roku OS, enabling Roku's channel publishers and advertisers to measure and transact on the industry's leading metrics."