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