Embattled measurement giant Nielsen has swatted back at competitors with the U.S. launch of Nielsen ONE Ads, its long-awaited tool to report on deduplicated audiences across linear TV, connected TV, desktop and mobile.  Reports include live metrics for digital campaigns, data from Nielsen panels, and direct publisher integrations.  Future extensions will include results measurement, based on customer behavior data, and content metrics.

Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.