• Advertising Age, Tuesday, August 18, 2009 12 AM

Visible World, an established player in the realm of targeted TV advertising, is partnering with Acxiom, Experian and Nielsen for a first-of-its-kind data exchange. The partnership will merge set-top-box data that determines the effectiveness of targeted ads - all under one platform.

Visible World currently has a zone-based addressability product that is available in 52 million households in 105 markets. By merging all three data streams together, Visible World will better help advertisers test different versions of the same ad against various demographics and household incomes.

For example, Cablevision's Optimum cable service has been using Visible World's system to test simultaneous versions of the same ad: one encouraging prospective customers to sign up for a cable subscription and another asking existing cable subscribers to upgrade to the service's triple-play package. If one ad wasn't seeing high adoption rates as quickly as Cablevision might've hoped, it could swap out the ad or lower the price offered in the ad's creative.

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