Nielsen in collaboration with clypd
Ad buyers can share media plans and audience segments created via Nielsen’s planning service, Nielsen Media Impact, with sellers through the clypd platform, allowing them to price, evaluate and execute campaigns accordingly.
The more efficient syndicated service will give advertisers integrated, linear TV targeting to help them plan and buy based on demographics beyond age and gender. It allows linear TV audiences to be defined based on thousands of additional consumer attributes.
Clients will be able to target linear TV audiences by using consumer profiles available through Nielsen TV MRI Fusion, Nielsen Buyer Insights, Nielsen Catalina Solutions and other first-party data segments.
Kelly Abcarian, senior vice-president, product leadership, Nielsen, said: “The collaboration between Nielsen and clypd will give marketers and media owners a frictionless, reliable and cost-effective way to transact linear TV, enabling them to spend more time making decisions that can truly drive bottom line results.”
Clypd was founded in 2012 and its clients represent 42% of the $74 billion US television advertising spend, including Discovery Communications, ESPN and Fox Networks Group.
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