Nielsen has been tapped to provide digital measurement across virtual MVPD Sling TV and data segments to facilitate addressable advertising for both Dish TV and Sling TV inventory.

The expanded deal with Dish Media Sales means marketers can use Digital Ad Ratings for campaign measurement on Sling TV. It also means Dish can enable marketers to tailor their advertising using Nielsen Buyer Insights and Catalina Solutions across both platforms based on consumer purchasing behavior.

 Along with measuring campaign reach, it also enables addressable advertising across Dish TV and Sling TV.  

“As the market continues to move to executing addressable advertising at scale, it’s more important than ever to equip advertisers with currency-quality solutions to measure both TV and digital inventory in a comparable way,” says Amanda Tarpey, SVP of Product Leadership for Digital at Nielsen, in a statement. “Dish’s move to enable Digital Ad Ratings along with Nielsen’s audience segments is another major step forward in showcasing the value of the Dish and Sling TV platforms using independent measurement buyers can trust and we’re excited to provide the metrics to help monetize these dynamic platforms.”

The company said Dish already uses Nielsen’s TV Ratings Service and participates in Nielsen Digital in TV rating to measure audiences on Sling TV across digital devices.

“Marketers today are reaching their consumers in a variety of ways and each path requires specific targeting and measurement solutions. Dish Media is expanding its offerings to mirror the needs in the marketplace,” says Kemal Bokhari, Dish Media Sales General Manager of Data and Analytics. “Nielsen provides a suite of solutions on which brands transact and Dish Media Sales is offering more choice to our advertisers.”