PETALING JAYA: Nielsen has launched cross-media ad measurement in Malaysia with Total Ad Ratings (TAR) aimed at delivering independent and actionable reporting and eliminating duplication of audience reach across TV and digital platforms (computers, mobile and tablets).

       Nielsen, a global leader in audience measurement, data and analytics, said TAR coupled comprehensive digital ad ratings data with Nielsen TV Ratings data to deliver reporting of deduplicated audiences across TV and digital, with resilient measurement of digital properties, the company said in a statement.

       As audiences engage with advertising across more devices and platforms than ever before, it has become increasingly difficult for media buyers and sellers to measure their viewership.

       Deduplication is essential for identifying the true unique audience reach and effectiveness of an ad campaign, it added.

       An individual can see the same ad multiple times across multiple platforms. “If a viewer saw an ad on their TV, computer and tablet, we must count each platform exposure, while reporting one viewer across all three platforms,” Nielsen noted.

       Nielsen Malaysia managing director Jon-Paul Best said: “As marketers are faced with measuring fragmented consumer behaviour across devices, and the prospect of third-party cookies becoming obsolete in the future, Nielsen continues to invest in its solutions to provide a methodology that is people-centric and leverages critical inputs from independent media trading currencies including Nielsen TV Ratings and Nielsen Digital Ad Ratings.”

       Arnaud Frade, head of commercial and growth for Nielsen Asia-Pacific added: “Our mission is to deliver measurement that powers a better media future for all people.

       “We’re always working to provide independent, unbiased measurement and we are continually innovating to help move the industry forward with comparability as the key to prove the efficacy of campaigns.

       “We are excited to have this innovative methodology now available in Malaysia and soon in other markets across Asia.”

       Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. It empowers its clients with independent and actionable intelligence so they can connect and engage with their audiences. An S&P 500 company, Nielsen operates in more than 55 countries.