Advanced Advertising

Nielsen Adds Gracenote Smart TV Info to Data Platform

Person-level insights can guide marketing campaigns 10/31/2017 9:55 AM Eastern

Nielsen says it is incorporating the real time smart TV data from its Gracenote unit to the Nielsen Marketing Cloud’s Data Management Platform.

RELATED: Tribune Sells Gracenote to Nielsen for $560M 

The addition of the Gracenote viewer information provides information from 27 million smart TVs on what viewers are watching. Nielsen can use that person-level information to create audience segments across linear TV, advanced TV and digital. It will also be used for addressable advertising

For example, a viewer exposed to a brand awareness campaign on their Smart TV while watching a specific program at night could be re-engaged with a direct response mobile advertisement while commuting to work the following morning.  Consumer engagement with these cross-channel, sequenced messages can be tracked throughout the path-to-purchase with Nielsen’s In-Flight Analytics and Multi-Touch Attribution (MTA) solutions.

Read more at B&C.

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