The unified encoding approach for video, which Nielsen has been openly discussing for several months, enables measurement to follow content across screens and ad models, the company said. So if a broadcaster makes a TV show available for viewing on a digital device and it meets the ad load and timeline requirements, then that viewing will count in the regular Nielsen TV ratings.
If the content is not eligible for TV ratings — due to elapsed crediting time, dynamic ad insertion or because it originated from the web itself — then the viewing of it will be included only in Nielsen Digital Ratings.
The technology works by analyzing audio watermarks, metadata or tags associated with the content and related advertising, Nielsen said.
In a less high-tech move, in December, Nielsen Holdings acquired radio-measurement company Arbitron for $1.26 billion.
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