LONDON — When it comes to content, digital media used to be seen as the poor relation to television. But, when it comes to measuring content, it’s TV that’s now imitating the web, says a Nielsen executive.

“One of the most int trends we’re seeing at the moment in Europe is the extent to which television is moving in to the online measurement space,” client consulting VP Andrew Bradford tells Beet.TV.

Bradford says Nielsen is working with the UK’s TV panel ratings agency Barb: “We’re currently going through a tender process called Dovetail 2 to hybridise online and television ratings.

“We’re no longer talking about just online stepping up and comparing itself with television. We’re seeing television move in tat direction as well.”

This video was recorded  at the Beet.TV programmatic video leadership summit sponsored by Videology, hosted by Xaxis at the London offices of GroupM.