Comcast advanced advertising arm FreeWheel will use the Nielsen Data Management Platform (DMP) to target, build and analyze audiences across connected TV, over-the-top and digital video viewing.
The Nielsen DMP provides FreeWheel with Nielsen media and purchase data segments, audience insights and segmentation, intended to improve targeting accuracy by automatically adapting to changes in consumer media and buying behavior.
The Nielsen DMP and FreeWheel’s server-to-server integration enables delivery of campaign optimizations in real time across all connected TV, OTT and digital video channels.
FreeWheel will offer Nielsen’s capabilities through DRIVE, its suite of advanced advertising solutions.
“This integration with the Nielsen DMP strengthens our DRIVE solutions suite and represents an important step toward our end goal of data unification across linear and digital TV,” said Neil Smith, GM of Freewheel Markets, in a statement. “This will help our clients more effectively plan, buy and measure audiences across all new forms of TV, with the scale, sophistication, and ease of use needed to drive superior results for advertisers as TV viewing continues to migrate across screens.”
Added Damian Garbaccio, exec VP at Nielsen: “Our next-generation DMP enables advertisers to easily deliver more relevant, timely and consistent brand experiences across all screens at scale, which will result in better and more attributable marketing ROI. This is one of the most comprehensive advanced TV offerings available in the market today.”