Nielsen’s ‘Always On’ Digital Ad Ratings (DAR) will now measure YouTube video ad campaigns.

This release expands Nielsen’s coverage of YouTube and YouTube TV in DAR and will provide advertisers and agencies with the data needed to better understand reach, manage the frequency and prove the efficacy of media buys across desktop, mobile and connected TV (CTV).

Nielsen’s ‘Always On’ measurement is critical for advertisers and publishers because it expands visibility into a campaign’s performance, leveraging data to drive more efficient media plans and, ultimately, a higher return on investment.

According to the company’s press release, delivering the right ad to the right audience has been a challenge for advertisers and publishers. To validate that ads are reaching the intended audience—and to make more informed decisions for future campaigns—advertisers and publishers need more comprehensive insights into an increasingly dynamic and fragmented media landscape.

Continuous, ‘Always On’ measurement on YouTube simplifies campaign measurement by eliminating the need for advertisers and agencies to manually tag or enable campaigns.

Marketers who enable ‘Always On’ DAR will have more impressions data to improve the ability to deliver ads to desired audiences, understand reach and manage frequency, and better understand the audience that sees the advertisement, the company added.

Kim Gilberti, SVP, Product Management, Nielsen, said, “By enabling continuous ‘always on’ measurement on YouTube, we’re helping advertisers to get a better understanding of one of the leading and largest ad-supported platforms.

“By achieving true cross-channel comparability, this marks an important milestone in Nielsen’s steady march toward delivering Nielsen ONE, which will provide a comparable, deduplicated view into the channels and platforms all audiences consume, across all screens,” Gilberti added.