Nielsen Advanced Audience Fuels Evolution of Advertising Ecosystem

Originally Published by Nielsen.

Nielsen (NYSE: NLSN) announced the launch of Nielsen Advanced Audience, a suite of solutions that enables audience- based buying across linear and digital ecosystems. This launch marks Nielsen’s continued investment in the audience-based buying workflow, enabling clients to seamlessly buy and sell audiences beyond age and gender across screens. Together, these solutions address the key challenges that media buyers and owners face when negotiating advanced audience deals—accurate audience forecasts, methodology standardization and audience delivery.


Nielsen is also excited to announce the commercial availability of the Nielsen Advanced Audience Posting Solution, which follows the market release of the Advanced Audience Forecasting Solution and Enterprise Audience API earlier in the year. Created in collaboration with clypd, this intuitive web-based interface provides the industry with consistent, on-demand measurement that media buyers, sellers, and ad platforms can use when they plan, negotiate and reconcile linear TV buys on advanced audiences. Clients will now not only be able to optimize campaigns using advanced audiences, but they will also be able to confidently guarantee advanced audience impressions fueled by Nielsen’s currency measurement.

“While age and gender remains key to the buying and selling of linear TV campaigns, the TV ecosystem is evolving, creating the need to mirror what is done in digital with more granular and targetable data,” said Kelly Abcarian, SVP of Product Leadership, Nielsen. “Nielsen’s suite of Advanced Audience solutions provide media buyers and sellers with an end-to-end offering that supports the evolution of how media is bought and sold using data that goes beyond the standard demographics. The release of the new posting capability is another step in our continued commitment and investment in powering the marketplace’s evolution with trustworthy and independent measurement as we have been doing for decades with age and gender.”

This effort allows clients to use any advanced audience segments within their media buys, including the 100+ standardized segments based on credit card spending habits, in-store fast-moving consumer goods (FMCG) purchases, and extended psychographic profiles curated by the Advanced Target Standards Group (www.ATSG.tv). In September 2018, Nielsen became an early adopter of the ATSG Calculation Principles for Advanced Targets.

Pete Doe, Chief Research Officer of clypd and Chair of the ATSG commented, “for advanced audiences to have currency validity, there needs to be agreement and transparency between buyer and seller about how audiences are defined and measured. The ATSG calculation principles were created with input from media owners and agencies to provide that consensus and transparency, and Nielsen’s adoption of these principles means that the industry can conduct advanced audience transactions with consistency and confidence.”

“Transacting on advanced audience segments is an important evolution for the media ecosystem,” said Tom Ziangas, SVP of Research and Insights, AMC Networks. “We welcome the collaboration between Nielsen and clypd to develop advanced segment tools that allow for a seamless and streamlined workflow process between buyers and sellers of media.”

Nielsen’s geographically and demographically representative National TV panel underpins Nielsen Advanced Audience. Additionally, Nielsen continues to directly integrate its data with leading linear TV buying and selling platforms to support the industry’s push to buy TV inventory in a more data-driven and automated environment, which streamlines clients’ efforts by enabling ij them to bring in and transact using the same segments they identified and created within our systems. More importantly, clients can activate the same advanced audience segments across linear and digital media campaigns.

Latest News

banned books

Texas Lawmaker Pursues Banning 850 Books From Schools Over Fears That They Might Cause ‘Student Discomfort’

The state of Texas is continuing its descent away from democracy and equality for its citizens. First came its horrifying rollback of women’s rights with its recent abortion ban. Then came its recent attack on trans students’ ability to participate in sports. Now, Texas lawmakers are at it again, this…

Border patrol agents

Government Establishes New ‘Protected Areas’ Where Illegal Immigrants Should No Longer Fear Being Arrested

Immigrants in the United States without proper documentation will no longer have to fear getting arrested at schools, churches, hospitals and a number of newly “protected” areas. The Associated Press has reported that the Department of Homeland Security and the U.S. immigration authorities issued new guidelines on Wednesday, Oct. 27,…

closeup of hand with remote

Anti-LGBTQ Group ‘One Million Moms’ Protests Mattress Company’s Inclusive Commercial Featuring Lesbian Couple

The conservative anti-LGBTQ hate organization known as One Million Moms is at it again, this time protesting a TV commercial from the bedding company Avocado Green Mattress, which features a number of couples relaxing on their mattresses, including what the group considers an “offensive” lesbian couple. The Advocate’s Trudy Ring…

girls high school sports

Texas Gov. Greg Abbott Officially Bans Transgender Students From School Sports

Holding true to threats he has made in the past, Texas Gov. Greg Abbott has officially signed into Texas state law a rule that would restrict transgender students from participating in high school sports consistent with their gender identity. ESPN’s Katie Barnes reported that following Abbott’s action, Texas has become…

Prince

Music Icon Prince Could Soon Be Honored With Posthumous Congressional Gold Medal

He changed music history and was the soundtrack for countless people’s lives, and now music legend Prince could soon be awarded a posthumous Congressional Gold Medal by the U.S. government. Mark Kennedy of the Associated Press has reported that “Minnesota’s Congressional delegation on Monday, Oct. 25, introduced a resolution to…