Nielsen has launched a solution designed to allow media buyers and sellers to predict, in real time, which members within a household are watching specific programs on connected TV (CTV), reports Mediapost.
Nielsen says that the tool, Streaming Signals, will help advertisers optimize ad targeting and CTV ad spend efficiency, and help media owners maximize revenue by being able to more accurately package ad inventory.
The tool uses custom machine learning algorithms, viewing from Nielsen’s panel data, and CTV provider viewership data to instantly assign person-level demographics. Participating CTV providers will notify the Nielsen system and receive a signal containing information identifying who is most likely watching within the household.
The CTV provider will then have the option of replacing a planned ad with one potentially more suited to the individuals watching a program, which will presumably improve the on-target percentage metric traditionally used by marketers in evaluating CTV advertising.
For example, says Nielsen, if “Sons of Anarchy” is being watched within a household, the 35-year-old male likely watching the show can be shown an auto ad instead of a yogurt ad.
The new tool “brings a layer of unmatched real-time, person-level demographic precision to audience optimization,” stated Ameneh Atai, general manager digital and advanced TV at Nielsen.
Nielsen claims that when the new tool is combined with Nielsen Digital Ad Ratings, which show who was reached by age and gender during CTV advertising campaigns, Streaming Signals allows users to measure CTV reach more accurately, as well as optimize targeting.
Nielsen is in the midst of trying to rebuild trust by working to regain Media Ratings Council accreditation for its national and local television services, which was suspended after the MRC determined that Nielsen had reported inaccurate viewership data during the COVID pandemic.
No comments:
Post a Comment