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

Media buyers and sellers can now compare YouTube reach from computer, mobile, and CTV to linear TV

Milan, Italy - June 8, 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 Italy.

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 Italy, 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 Italy 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.

Inam Mahmood, General Manager EMEA, Nielsen, said: "The addition of linear TV alongside the reporting on YouTube on computer, mobile, and CTV, is a further step on our journey towards Nielsen ONE and true cross-media measurement. In a converged world, providing a comprehensive view of campaigns across multiple platforms, and how audiences are engaging with ads, is vital to give media buyers and sellers greater comparability than ever before.

"At Nielsen we are deeply committed to providing trusted, deduplicated metrics across all platforms, whilst always continuing to be an independent, transparent, and reliable partner to our clients and the Italian market as a whole.''

The availability of Four-Screen Ad Deduplication campaign measurement in Italy 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).

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