Supply-side platform SpotX will begin using Nielsen audience data for connected TV (CTV).

SpotX will use its ad exposure data and Nielsen's panel data to help advertisers understand their total campaign audience.

According to SpotX, brands that run CTV campaigns will be able to understand the unduplicated and incremental reach of a campaign's ads on connected TV and linear TV using Nielsen metrics.

"Trusted third-party measurement in CTV has historically been the number-one barrier to entry for advertisers, and media buyers need measurement to make smarter CTV investment decisions," said Mike Shehan, co-founder and chief executive at SpotX, in a statement.

"We're thrilled to work with the industry leader to address this need for buyers while simultaneously creating more opportunities for publishers to monetize connected TV inventory, stimulating wider adoption for CTV overall."

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