Nielsen announced the incorporation of YouTube measurement for desktop and mobile within its Total Ad Ratings (TAR) solution in additional three markets in APAC: Indonesia, the Philippines and Thailand.

Advertisers want a more holistic view of their audiences, including YouTube, so they can understand the scale of the audience they’re able to reach through campaigns that are served both on TV and digital. For the first time in APAC, Nielsen is providing cross-platform metrics on which media buyers and sellers can transact. This announcement will now allow advertisers to measure YouTube inventory in their cross-media campaigns in a total of seven markets globally — Indonesia, the Philippines, Thailand, Mexico, Italy, U.S., and France.

“In a fragmenting media landscape advertisers need independent cross-media metrics to optimize ad spends and enhance ROI while reaching the right audiences.“ said Arnaud Frade, Head of Commercial Growth, Nielsen APAC. “This is an important milestone and investment toward our global Nielsen ONE strategy, underpinning a strong digital measurement capability which helps with the vision of a true cross-platform that measures across all screens.”

“We are pleased that YouTube measurement within Nielsen’s Total Ads Rating solution is expanding to Indonesia, the Philippines, Thailand. We firmly believe independent measurement helps the industry better navigate an increasingly fragmented media landscape,” said Gaurav Kapur, Managing Director, Google. “With better tools from measurement partners like Nielsen, advertisers can be more strategic about their investments.”

Nielsen has begun unifying its technology platform to help make its audience measurement products more interoperable, flexible, and scalable. This solves for cross-media measurement by embracing our Nielsen ONE vision of a true cross-platform that measures across all screens. Recently Nielsen enhanced its Identity System for Digital Ad Ratings across 29 international markets.

Nielsen shapes the world’s media and content as 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 audiences—now and into the future. Nielsen operates around the world in more than 55 countries.