Twitter's Video Ad Platform Targets TV Dollars By Adding Nielsen Cross-Media Solutions

Twitter’s Amplify video ad sales platform is expanding integration of Nielsen cross-media audience measurement and outcome solutions in a move aimed at optimizing reach and frequency and increasing buys of its premium video inventory. 

Twitter’s platform will now include Nielsen
Media Impact and Nielsen Ad Intel. In addition, advertisers will have expanded access to Nielsen Total Ad Ratings to enhance cross-platform campaign insights.

The tools will help advertisers enhance pre- and post-campaign planning, maximize ad inventory, understand cross-media planning, and deliver campaign results faster and more easily, according to the companies.

Adding the cross-media suite “will make it easier to augment our clients’ video strategy and planning with Twitter's premium video inventory and optimize audience reach and frequency alongside other top video platforms,” stated Doug Brodman, Twitter’s director of North America agency and platform solutions.



Nielsen Ad Intel, which analyzes global ad spend and tracks ad campaigns across platforms, should bolster Twitter's efforts to win ad spend from other platforms. The NMI cross-media planning solution will enable Twitter advertisers to determine how various media mixes will impact reach and frequency. 


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