COLOGNE — In online advertising, you can either target a specific but small audience like a laser, or reach a broad audience, much of which may be irrelevant. But there is an emerging class of outlet which gives advertisers the best of both worlds, says media measurement firm Nielsen’s UK SVP Andrew Bradford.

“There is often a trade-off between high levels of efficiency in your targeting or high levels of cover,” he tells Beet.TV in this panel interview with Ashley J. Swartz, Founder and CEO of Furious Minds at DMEXCO. “But there are a small number of publishers that can deliver both efficiency and cover simultaneously – that’s a very new thing, I think.”

Nielsen recently told Beet.TV it aims to weave mobile ratings into its TV ratings in time for the fall season, potentially giving a more holistic view of who is watching what type of programming and on what device

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