NEWS8 January 2020

Nielsen beta tests linear addressable TV platform

Innovations Media News North America

US – Global measurement and data analytics company, Nielsen, has announced the beta launch of its addressable TV platform with seven TV companies.

Person using a TV remote control

The programmers involved in the beta test include A+E Networks, AMC Networks, CBS, Discovery, FOX, NBCUniversal and WarnerMedia. They will test the platform by running and evaluating addressable ad campaigns.

The beta program will run through the first half of 2020 and launch commercially later in the year.

Kelly Abcarian, general manager, advanced video advertising at Nielsen, said: “As programmers take on the challenge of unlocking the value of their 14 minutes per hour of advertising time, they require solutions to manage complex addressability workflows.

“Having programmers engage with Nielsen’s Addressable TV Advertising solution to execute test campaigns with brands will allow us to evaluate the end-to-end touchpoints across an addressable TV media buy.”

The networks involved will plug the solution into their respective workflows, processes and tech stacks. Subsequently, these clients will review the capabilities, including ad inventory and campaign management, audience targeting, ad decisions, and dynamic ad replacement.

It will allow TV networks to gain insights to inform their sales strategy ahead of the upcoming TV season.