Traffiq has
teamed with Nielsen to include the media research firm's @Plan target-marketing service for
planning and optimizing online display campaigns. Traffiq's buy-side platform handles everything from planning and RFP distribution to order execution, optimization and billing.
By adding
Nielsen @Plan to its system, Traffiq said it will be able to provide advertisers with a single, verified source of information for selecting sites that will fit with campaign goals.
"Previously, the media choices in the platform were appended by publisher-provided data from various sources," said Traffiq CEO Nick Pahade, in announcing the partnership. "This made it difficult to
provide our demand side customers with an apples-to-apples comparison of viable media choices in the platform.
The @Plan information in Traffiq includes audience size information and
demographic fields including gender, age, education, marital status, ethnicity, income, and geography. The @Plan data has profiling on more than 7,000 ad-supported sites, which users can buy directly
or via the Traffiq Marketplace. Users won't need a separate Nielsen license to view the limited set of @Plan information in the platform.