Nielsen announced that Roku, America‘s No. 1 TV streaming platform, will enable four-screen measurement for the first time across traditional TV, connected TV, desktop and mobile in Nielsen total ad ratings.

Now, marketers running ads with Roku can deduplicate campaign reach and frequency across all four screens in the home.

Nielsen four-screen ad deduplication will initially be available in Nielsen total ad ratings and will underpin audience deduplication in Nielsen ONE, the company’s forthcoming cross-media measurement platform, upon release in December 2022.

As per the company’s press release, this measurement is available on the Roku platform, inclusive of any Roku media running through OneView and video inventory on Roku Ad Framework certified channels.

As consumers spend more time streaming, marketers are diversifying their media investments and continue to shift more dollars to TV streaming than ever before.

Nielsen’s latest edition of ‘The Gauge’ reveals that streaming surpassed cable for the first time in July, capturing its largest share of TV viewing.

OneView, Roku’s ad platform built for TV streaming, is directly integrated with Nielsen’s measurement solution, enabling robust, person-level measurement of ad campaigns on the Roku platform.

This announcement builds upon a longstanding relationship between Roku and Nielsen that began with Nielsen’s digital ad rating measurement in 2016.