Facebook, Nielsen team up for second-screen, social TV measurement | Second Screen | News | Rapid TV News
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Social media giant Facebook is partnering with Nielsen to track data from mobile users about the shows they watch and provide the measurement company with viewership information.

The idea is to get a better picture of second-screen behaviour and social TV activity, to correlate with more traditional ratings forms.

The data will be fully anonymised and privacy-protected, the companies said; Nielsen will collect demographics like age and gender in aggregate, not linked to a particular account, and the tracked TV shows will be given to Facebook as code numbers, making for a double-blind strategy.

Also, Facebook will not use the data to serve targeted ads, it told Digital Trends.

"We have worked with Nielsen under strong privacy principles," a spokesperson said. "We don't believe that audience measurement systems should be used to adjust targeting; they should only be used for measurement. This protects the privacy of people viewing ads and ensures that both advertisers and publishers have the same information about the audiences."