The news: Nielsen has gained approval to integrate first-party data from streaming services into its TV panel measurement, the Media Rating Council announced last week.
- The green light will let Nielsen tap into both panel-based measurement and streamers’ first-party data when assessing viewership for broadcasts available through both channels.
- Amazon is the only streamer currently using the integrated measurement. Last fall when the partnership with Nielsen was proposed, the Video Advertising Bureau and other streamers and broadcasters penned a letter asking the measurement giant not to go through with the deal, which prompted Nielsen to back off.