NEW YORK – Nielsen is pursuing the growth in real-time bidding with new tools that help link programmatic buying to TV data, says Randall Beard, Global Head of Advertiser Solutions, Nielsen during an interview with Beet.TV.
“We are fueling programmatic buying and real-time bidding of digital audiences based on individual TV plans, so you can monitor your TV plan to see who hasn’t been exposed to TV and then drive your real-time bidding to only bid for those audiences in digital that haven’t seen your TV,” he tells Beet.TV. He adds that Nielsen has introduced those tools in only a few markets so far.
These days, advertisers are “drowning in data” but they want to know how to allocate spend across channels, and to measure ad effectiveness across mediums too. That’s why Nielsen is focused on measuring “reach, resonance and reaction” across screens using common measurement, he explains. For more insight into Nielsen’s measurement strategies to marry online to TV marketing, check out this video interview.
Beard was a speaker at the Beet.TV Video Advertising Effectiveness Summit held in New York last week. The event was sponsored by Nielsen.
