NEWS6 November 2009
US— Google has incorporated Nielsen’s Prizm segmentation tool into its TV ad service, categorising households into 66 ‘clusters’ based on life stage, income, social group and other attributes.
Advertisers can select a Prizm cluster in the Google TV Ads interface and receive recommendations on which TV networks, day parts and shows are popular with that group. They can then select the media they want to target, and air ads within 24 hours.
Google said it hopes the addition of the new targeting ability will allow advertisers to target audiences more effectively and media owners to increase the value of their content.
Prizm made its online debut earlier this week through a tie-up with DataLogix’s Affiniti Data Platform.
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