Nielsen is launching a dataset enabling demographically verified measurement across connected TV, linear TV, mobile and desktop.
The solution -- applicable to digital video and other programmatic media as well as linear and CTV -- combines demographics data from Nielsen’s People Meter panel with data from Gracenote’s ACR technology, which covers more than 4 million LG SmartTV households.
Nielsen will assign demographics to viewership data by using machine learning to compare behavioral patterns within its national TV panel to the real-time smart TV viewership data collected by Gracenote’s ACR technology.
The new metric is launching on an exclusive basis through the Amobee demand-side platform.
According to the companies, the Amobee 4Screen solution enables the following functions across the four media channels, regardless of the distribution platform: planning and forecasting campaigns, including coordination of upfront and scatter buys, against shared, Nielsen-defined audiences; continuously measuring audience exposure during a campaign to gather insights about how cross-screen campaigns build reach and results; optimizing targeting and cross-channel allocation; and accessing pacing and reporting.
Ad buyers will be able to use the same analytics across linear and CTV, to optimize campaigns in near real time.
For broadcasters, the ability to readily package, verify and sell integrated linear and CTV audiences within single networks or families of networks should enable increasing yield by supporting data-driven buying and “preventing digital assets from falling into secondary markets or auctions where other entities are more adept at applying data against their inventory,” say the companies.
They also say that broadcasters will be able to garner more insights into CTV walled gardens.
Karlene, I assume that what this means is that Nielsen will develop show by show viewer-per-set ratios from its existing rating panel which will applied to the ACR device usage---not viewing---information to provide a way to estimate viewership by standard demos. I also assume that this pairing will be used mainly for reach and/or frequency tabulations across platforms---by planners as well as buyers ----but not necessarily as audience "currency" within each platform's time selling operations. Do you have any info on how Nielsen says its data will be used. If I'm wrong in my assumptions, I'd like to know. Thanks.
Ed, Your questions have been forwarded to Nielsen. So far, no response.