Campaign Chemistry Campaign Chemistry: Nielsen chief product officer Deirdre Thomas
After a few years of ups and downs, Nielsen is on its way to transforming its flagship TV measurement product for an audience-first world.
The company rolled out its much anticipated cross-platform measurement product suite, Nielsen One Ads, in January 2023, with a goal to phase the industry off its legacy systems and currencies by late 2024. But transforming the way the industry values media and transacts on it has proven an arduous process that requires all stakeholders to transform their systems and strategies.
Deirdre Thomas is at the forefront of updating Nielsen’s measurement tools to keep up with shifting audience habits, namely by adding big data to the longstanding Nielsen viewership panel. While adoption of the new product suite is still taking place, Nielsen is building to become a yardstick for apples-to-apples measurement in a world where people consume entertainment fluidly across platforms.
In this episode, Thomas also gives insight into Nielsen’s conversations with the industry at this year’s upfronts and shares her views on where measurement is going.
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