Nielsen launches Four-Screen Ad Deduplication measurement on YouTube campaigns in Japan

Tokyo, Japan - June 10, 2026 - Nielsen, a global leader in audience measurement, data and media intelligence, has today announced the expansion of its cross-platform measurement of YouTube across computer, mobile and connected TV devices to include the deduplication of linear TV audiences in Japan.

Nielsen Four-Screen Ad Deduplication campaign measurement enables media buyers to more clearly understand and better compare YouTube reach inclusive of connected TV (CTV) to linear TV ad buys.

Following a previous announcement that Nielsen would measure YouTube CTV ads across three screens (computer, mobile, and CTV) in 11 countries, and its subsequent launch in Japan, Nielsen is now announcing the expansion of its cross-platform ad measurement capabilities for YouTube across four-screens to give media buyers greater comparability than ever before. This launch in Japan is part of a wider international plan for Nielsen with YouTube and other countries will also roll out four screen measurement solutions in the coming months.

This development gives marketers a comprehensive view of their cross-platform media strategies, and the ability to maximise campaign impact with a better understanding of a campaign's unique, deduplicated reach both within and across all platforms.

Matty Lin, Nielsen's APAC Regional Sales Leader, said: "Japan is one of the world's most sophisticated and fast-evolving media markets, where advertisers are increasingly planning across linear TV, digital video and connected TV as part of a single audience strategy. The ability to compare YouTube reach across computer, mobile and CTV with linear TV gives media buyers and sellers a clearer view of how campaigns are performing across screens, and where incremental reach is being delivered.

"As Japanese advertisers continue to balance the scale of television with the growth of digital video, trusted, independent and deduplicated measurement is essential. This is an important step towards Nielsen ONE and true cross-media measurement, helping the market plan, optimise and evaluate campaigns with greater confidence and consistency."

The availability of Four-Screen Ad Deduplication campaign measurement in Japan is a critical step along the journey towards true cross-media measurement through Nielsen ONE. Nielsen provides trusted, deduplicated metrics across all platforms that enables its clients to better understand reach, manage frequency, and verify the audiences of their media buys.

About Nielsen

Nielsen is 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 global audiences - now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

Media Contact

Dan Chapman
Assoc. Director, Communications, Nielsen, APAC
[email protected]
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