Nielsen, Invidi join to share data, measure personalized TV ads
Nielsen will provide Invidi with demographic data, enabling Invidi to add the ability to track addressable advertising to its advanced software engine – Advatar.
“Nielsen is anxious to create metrics for measuring targeted advertising, and this agreement with Invidi is an important step forward,” said Scott Brown, Nielsen’s SVP of media product leadership for digital platforms. “The new digital landscape is changing the way advertising is placed. Working with the industry, we expect to discover more effective ways to measure and confirm advertising success, which is increasingly critical to the needs of both ad buyers and sellers.”
In 2007, Nielsen introduced standardized ratings of TV commercials that enable clients to measure the impact of commercial viewing on consumers with digital video recorders (DVRs) and other time-shifting technologies.
This year, Nielsen also launched DigitalPlus, which works with set-top box (STB) data from cable operators and satellite providers, to create new insights and services for clients by integrating STB data with other Nielsen information, the company said.
Invidi’s Advatar system is a scalable, enterprise-level headend or digital STB application that delivers addressable ads and marketing messages to individual viewer demographics. Last week, the company completed a $25 million third round of financing.