×

Nielsen Launches Broader Suite of ‘Audience-Buying’ Products

Nielsen is working to broaden its measurement offerings in the growing field of what is known in the media business as “audience buying.”

The company on Tuesday said it would launch a suite of products that allow advertisers to define particular segments of consumers, a tactic that has gained new traction  among advertisers who have a growing availability of data about consumer patterns and habits. Nielsen said its “Nielsen Advanced Audiences” products would enable advertisers to “seamlessly buy and sell audiences beyond age and gender across screens.” and “address the key challenges that media buyers and owners face when negotiating advanced audience deals—accurate audience forecasts, methodology standardization and audience delivery.”

The technology works with both linear and digital campaigns, Nielsen said

The announcement speaks to the widening popularity of the technique, in which advertisers use various streams of data to identify the consumers most likely to want or need the product or service they are selling. Armed with information about attributes and behavior that goes beyond the traditional age and gender definitions by which TV is often measured, “audience buying” is forcing some change in the media industry. And Nielsen, which has for decades served as the third-party arbiter of how many men and women between the ages of 18 and 49 watched a particular TV program, has been working to ramp up the new audience yardstick.

“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, senior vice president of product leadership at Nielsen, in a prepared statement.

Nielsen said technology it had developed in partnership with a company called clypd was now available, The web-based system ” 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 audience,” Nielsen said.\

Other industry players have moved in similar directions. Viacom, 21st Century Fox and Time Warner’s Turner last year unveiled an offering known as “Open A.P.” that allows advertisers to use the same consumer-segment definitions across properties owned by all three companies. NBCUniversal and Univision have since joined the group. CBS Corp. recently said it would utilize its own audience-segmentation data.

“Transacting on advanced audience segments is an important evolution for the media ecosystem,” said Tom Ziangas, senior vice president of research and insights, AMC Networks, in a statement. “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.”

 

More TV

  • Whoopi Goldberg addresses the crowd while

    Inside World Pride's Opening Ceremony: An LGBTQ Celebration With a Tinge of Politics

    World Pride officially kicked off on Wednesday night at the Barclays Center in Brooklyn. About 8,000 people packed into the arena for a three-hour show that began with Cyndi Lauper singing her hit “True Colors.” The performance ended with a gaggle of dancing drag queens who pranced alongside Lauper as she turned the train of [...]

  • Democratic presidential candidate Massachusetts Sen. Elizabeth

    The Messy NBC Democratic Debate Proves the Need for a Tier System (Column)

    The opening night of the first debates of the 2020 Democratic Party primaries brought — even by the standards of such way-far-out confrontations between candidates for whom the election remains a far-off dream — vastly more empty drama than new information. But then, that may have been by design. NBC News’s organization of the debates, [...]

  • Max Wright Dead

    'Alf' Actor Max Wright Dies at 75

    Max Wright, best known for playing patriarch Willie Tanner on the sitcom “Alf,” died Wednesday. He was 75. Wright’s family confirmed his death to TMZ. The actor died in his home in Hermosa Beach, Calif., after years of battling cancer. Wright was diagnosed with Lymphona in 1995. Wright is most famous for his role as [...]

  • Greyson Chance -Gabby Barrett Alejandro Aranda

    Greyson Chance, 'Idol' Alums Gabby Barrett and Alejandro Aranda Sign Major Label Deals

    Two “American Idol” alumni — Gabby Barrett and Alejandro Aranda — as well as viral star Greyson Chance all announced new major label recording contracts this week. Barrett, who finished in third place of the first season of the rebooted ABC version of “Idol,” has joined the roster of Warner Music Nashville. The singer had [...]

  • amazon-studios

    YouTube Head of Scripted Jon Wax in Talks to Join Amazon Studios

    YouTube’s head of scripted programming, Jon Wax, is in talks to join Amazon Studios, according to an individual with knowledge of the matter. Wax is said to be in discussions for head of genre programming at Amazon, a position held by Sharon Tal Yguado until recently. Variety reported on her exit in early May. The [...]

  • WGA Agency Packaging Fight Placeholder Writer

    WGA Takes Aim at Endeavor IPO, Tells Members It Has 'Sufficient Funds' for Legal Battle

    The Writers Guild of America has gone to the Securities and Exchange Commission in its battle with Hollywood’s largest talent agencies over the issue of packaging fees and affiliated production. The guild sent a letter to William Hinman, director of the SEC’s corporate finance division, the guild accuses WME parent company Endeavor of misrepresenting the [...]

More From Our Brands

Access exclusive content