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Nielsen Eager to Get Cross-Platform Measurement Going

Initial focus is digital visual consumption across devices

Nielsen is eager to get its cross-platform measurement system for online TV and video into the marketplace next year.

Speaking to Wall Street analysts today, Nielsen CEO Dwight Mitchell Barns says the new product builds off of what the company has already done. “I think when you see the marketplace start to embrace the mobile television measurement and it starts probably more heavily as we go into 2015,” referring to TV’s upfront network ad buying process.

Mobile “will play a bigger role as they start to plan their business in the following year. So our focus right now is to get it out in the marketplace and let the marketplace start to get some experience with it,” says Barns, according to Seeking Alpha.

Nielsen and Adobe are collaborating on the cross-platform measurement platform, to measure online TV, video, games, text and other digital content across the Web and apps. Audio is included too, but not broadcast or streaming radio.

Both Nielsen and Adobe will market Nielsen’s Digital Content Ratings. They say customers will have comparable metrics to measure audiences accurately and consistently across major IP devices, like desktops, smartphones, tablets and game consoles.

Nielsen’s measurement data will be embedded in Adobe Primetime to give broadcasters and pay-TV service providers the ability to quickly measure audiences and viewing behaviors across several device categories.

The companies expect the service to roll out in 2015. ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., Viacom have signed on for the new ratings, according to Nielsen and Adobe.