What Happened
Videology, a New York-based video ad firm backed by Comcast, has added Nielsen data to its platform to help ad buyers target and measure the same audience across TV and digital. Although the integration is not exclusive, Videology says it is “the only video and tech platform that has a true one-to-one integration,” tying TV viewership to online and offline behavior to offer advertisers better ad attribution.
Why Brands Should Care
With its addition of Nielsen data, Videology now offers brands a way to converge TV ad buying with digital video efforts to more effectively reach audiences across platforms. In a similar manner, programmatic ad firm TubeMogul recently tapped Facebook’s API and Nielsen data to allow brands to extend their TV audience targeting to social media. As more digital ad platforms start to incorporate viewer data from Nielsen, they provide brand advertisers with new tools for running data-driven, cross-platform campaigns.
Source: Marketing Land