Nielsen/NetRatings has created a new division to measure the viewership of online video, reports MediaPost.

Dubbed VideoCensus, the new service will use both panel and census approaches to gauge who is viewing online video and where. It will also rely on Nielsen's desktop meter and content tagging technologies to create accurate measures. Publishers will embed Nielsen code to their platforms for exact reporting.

The embedded tracking code will enable tracking of videos wherever they are shown. VideoEgg is currently using VideoCensus for reporting on views across their network.