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YouTube seeks Nielsen assistance to masquerade as “real” TV

Addressable advertising is working wonders for pay TV campaigns, as demonstrated by a new report from Faultline’s research arm, Rethink TV, which has forecast addressable ad revenues to grow six-fold to $85.5 billion by 2025. But even with addressable deployments now ramping up, pay TV players aren’t over the line yet, as OTT video looks to an old friend of pay TV to steal additional ad dollars. That friend is troubled audience measurement mammoth Nielsen, which has this week been selected by YouTube to integrate TV data into Reach Planner, Google’s audience planning tool, implying it can dig deep enough to identify cord nevers, cord cutters, cord shavers and – most worryingly for pay TV – even prospective cord cutters.…

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