Nielsen and clypd Collaborate to Advance Audience-Based Buying

What this means is that Nielsen is integrating its television ratings data into the clypd platform enabling advertising agencies to more efficiently execute on media plans based on custom audience segmentations amp160For clypd this collaboration with Nielsen will scale and streamline advanced advertising contracts from the beginning to the end of a buyamp8220The clypd platform is activating Nielsen data across the entire media workflow including planning media buying and measurement of linear TV advertisingamp8221 said Jason Burke Vice President Strategic DevelopmentNielsen appears to be going amp8220all inamp8221 offering a range of their various systems and databases including Nielsen Catalina Solutions MarketBreaks Nielsen Buyer Insights and Nielsen TV MRI Fusion amp160They are planning to offer services to estimate custom audience performance for pricing and yield management and fully steward sales contracts on these segments amp160I spoke with Kelly Abcarian Senior Vice President Watch Product Leadership for Nielsen to learn moreCharlene Weisler amp160Is this initiative for both local and national marketsKelly Abcarian amp160We will initially focus on national cable and broadcast networks but are assessing demand for a similar solution in local markets amp160Nielsen already has plans to launch our Nielsen Media Impact NMI planning suite for local television in early 2018amp160Weisler amp160Are buys fully stewarded through the sales processAbcarian amp160Yes through the clypd platform which now provides both Nielsen demographic and advanced audience delivery reporting and posting throughout the campaign lifecycle amp160This should allow media owners and agencies to steward buys to deliver upon audience guaranteesWeisler amp160Is this something that will eventually be available in systems such as Nielsenamp8217s Ad Intel performance information based on custom segmentsAbcarian amp160We are in the process of integrating the advanced segmentation performance data across our entire portfolio of offerings amp160We will continue to update the marketplace on our latest plans and roadmapWeisler amp160How many segments amp160Are they standardized amp160Can segments be customized and proprietaryAbcarian You can create an unlimited number of audience segmentations using combinations of attributes from Nielsencollected thirdparty and advertiser firstparty behavioral data amp160Through NMI agencies can compose audience definitions using segments from a number of Nielsen data products including Nielsen TV MRI Fusion Nielsen Buyer Insights credit card spend data MarketBreaks and Nielsen Catalina Solutions instore loyalty data amp160With the integration built between clypd and Nielsen Marketing Cloud digital segments can be activated on TV as well amp160Finally marketers can use this client behavioral data for forecasting and optimizationWeisler amp160Can you bring in other data sets such as first party data or other syndicated datasetsAbcarian amp160Yes amp160clypdamp8217s platform enables the use of any data sets beyond Nielsenamp8217s for forecasting measurement optimization and stewardshipposting of advertising activity on television amp160Marketers are clamoring to activate their data within TV but the process has been proven to be slow and painful limiting the scale of this valuable data strategyamp160 Through this collaboration we are streamlining this process to allow for leveraging various data segments including offline CRM data and digital behavioral data which can be matched against Nielsen TV viewership data as a foundationamp160 This makes it possible to create advanced segments born from personlevel matches as opposed to household matches common with STB or smartTV dataWeisler amp160Is this or can this become cross platformAbcarian amp160This is a first step towards crossscreen advertising based on custom audience segmentations With these pieces in place clypd39s forecasting and optimization and Nielsen39s digital and TV measurement products will enable endtoend advertising across screens as a subsequent offering for the marketWeisler amp160What is the basic metric used to post amp160Delivery amp160Live 1 amp160c3 amp160All or any of these or othersAbcarian amp160Audience posting and campaign performance is supported across any rating stream agreed upon by media owner and agency and for which the underlying data source includes measurementWeisler amp160Are the solutions from clypd and Nielsen focused on a particular type of clientAbcarian amp160All of the product initiatives benefit both media company and media buyer by streamlining the buying process so both sides benefit from datadriven decisioning to improve their advertising efforts The forecasting and posting services will open up tools for the buyers and sellers ecosystem but also with incremental stakeholder groups like external advertising platforms industry analysts and finance groups by providing tools to best understand and manage their media and advertising efforts with advanced data sourcesWeisler amp160How does this collaboration break new groundAbcarian amp160The ramping activity in the past two Upfront calendar years has positioned the market to be in a place to increase investments amp160For these investments to continue their upward trends the market requires tools for empowering clients and media companies to fuel these industry shifts amp160Clypd and Nielsenamp8217s collaboration streamlines integrations between the existing optimization tools and datasets being used and creates new product offerings to help move the industry forward amp160These innovations bring advanced audience forecasting pricing and stewardshipposting to the wider advertising ecosystem for the purposes of planning executing and managing advanced audience deals ultimately playing a key role in helping to accelerate the market adoption of these shiftsClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Nielsen and clypd Collaborate to Advance Audience-Based Buying

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Charlene Weisler

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Nielsen and clypd Collaborate to Advance Audience-Based Buying

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Charlene Weisler

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