MIAMI — The partnership Comcast and Nielsen announced last month came as TV and advertising companies are making bigger and bigger demands for data that understands the modern viewer, according to one of the women familiar with the deal.

The deal involves Comcast agreeing to give its set-top data to Nielsen’s local TV measurement service.

“The need for accurate audience data is greater than ever before,” explains Nielsen’s Kelly Abcarian, SVP of the firm’s global watch product architecture, in this video interview with Beet.TV.

“It will give us access to anonymized viewing from millions of set top box homes. They are now the fourth provider that is providing set top box data into our platform for local television measurement, which means that we’re going to have access to over 25 million households returning data, to combine that with our high quality panels across all these providers, to really transform the local television measurement space.

“We’re really excited by the opportunities this brings because we believe that we’ve unlocked the value of set top box data, due to unique assets that Nielsen has around our panels to truly understand how to bring, and harness the power of these data sets.

“We do that through matching up our panel, and being able to understand the accuracy of the household characteristics, to the tuning behaviors, all the way to who actually is in front of that screen.”

Nielsen’s suite of measurement services also includes the Nielsen Catalina Solution, bringing over 90 million loyalty card households together, and Nielsen Buyer Insights, bringing over two trillion dollars of credit card and debit cards spend.

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.