Census measurement

Census measurement is a technical measurement based on a measurement solution that is integrated into the offering to be measured. This solution collects usage data in a standardized and comparable manner and transmits it to a central server of the measurement service provider. Various measurement solutions are currently in use, all of which are based on standardized specifications and implementation requirements. The following solutions are currently deployed:

• SDK – The simplest way to integrate measurement is by embedding the Nielsen SDK library directly into the participant’s offering. The SDK is available for browser/web, iOS/tvOS, and Android/Android TV.
• Cloud API – The measurement solution is integrated on the client side in accordance with Nielsen’s specifications, analogous to the SDK. Measurement pings are transmitted to Nielsen in a standardized manner using the same specifications. This solution is primarily used for proprietary CTV offerings (e.g., Roku) where an SDK cannot be technically implemented.
• Server Integration – The measurement solution is integrated on the server side in accordance with Nielsen’s specifications, analogous to the SDK. Measurement pings are sent to Nielsen by the measurement participant using the same specifications. In addition, an audit ping is used for validation purposes, which sends measurement pings directly to Nielsen via the device in use.

Census measurement represents a full census of usage across all offerings in which the Nielsen measurement solutions are implemented, covering both video streaming and static display content. All usage is included in the measurement, including usage at the workplace or other locations. Differentiation is only possible between global and domestic usage.

For an offering to be included in census measurement, it is necessary to implement one of the measurement solutions described above in the respective offering. Census measurement enables the determination of performance metrics and the differentiation of offerings. Each provider is responsible for the implementation, including compliance with data protection regulations. Acceptance of the implementation and compliance with the standards defined by AGF are centrally carried out by Nielsen, ensuring comparability across all measured offerings.

A key metric of AGF’s census measurement is the streamview. A streamview is generated when a video or static content is actively initiated by the user.

In addition to information that is generally required for a call—so-called metadata, such as URL or timestamp—the measurement framework also предусматривает assigning additional descriptive variables to the content. These variables are descriptive in nature and are referred to in the measurement system as customer variables, which are assigned to each content item to be measured or to the advertising unit.