FOX Entertainment-owned AVOD service Tubi has announced an expanded relationship with ad measurement firm Nielsen.

The partnership will allow for enhanced and comprehensive measurement through Nielsen’s Digital Ad Ratings (DAR) product. Measurement of Tubi will expand coverage of streaming devices, including computer, mobile and connected TV (CTV) inventory served on specific CTV devices

Tubi said that its integration with Nielsen DAR will “advance advertiser need for third-party measurement in the fast-growing ad-supported OTT space, with measurement and transaction in line with traditional TV audiences”.

Chief revenue officer at Tubi, Mark Rotblat said: “As a movie and television streaming service with 80 per cent of our viewers watching on TV screens, we’re excited about the proposed integration of Nielsen Digital Ad Ratings measurement across our device partners. This upcoming device coverage replaces slim proxies with comprehensive and stable currency-grade measurement, allowing our advertisers to transact on audiences in a way that is apples-to-apples with traditional TV.”

GM, digital audience measurement, Nielsen, Ameneh Atai said: “We are excited to expand our relationship with Tubi through this integration, which enables enhanced and comprehensive measurement through Nielsen Digital Ad Ratings. In this increasingly fragmented media landscape, the need for independent measurement is more critical than ever, as is providing more transparency to advertisers. Nielsen Digital Ad Ratings delivers audience measurement metrics across computers, smartphones, tablets and connected TV, providing campaign insights across digital media platforms and a deeper understanding of the unique reach of Tubi’s target audiences.”