New capability in Nielsen Marketing Cloud, Nielsen Artificial Intelligence, enables marketers to instantly act on changes in audience behavior that improve marketing relevance and results.
Nielsen announced the introduction of Nielsen Artificial Intelligence (“Nielsen AI”), an adaptive learning technology built into the Nielsen Marketing Cloud that automates audience optimization using patent-pending AI methods. This new capability enables Nielsen Marketing Cloud clients to respond instantly to real time changes in consumer behavior, resulting in more relevant content and advertising, higher levels of customer engagement and improved ROI. For a white paper explaining the capabilities, click here.
Nielsen AI automatically optimizes audiences based on real time streams of device-linked data around their motivations, interests and actions across multiple buying and engagement channels. These streams come from a client’s customer data, such as ecommerce purchases, visits to a product page on a website or app, or audience data derived from Nielsen. Marketers can automatically adapt their messages to reflect changes in consumer media and buying behavior, movement through the path-to-purchase, audience composition across thousands of consumer attributes (including demographics, geography, behavior and personality), and market dynamics (including seasonal and local market demand, competitive actions and advertising).
Nielsen AI syndicates audience data updates in real time across a wide spectrum of marketing execution platforms such as search, social media, email, video, mobile, programmatic, OTT-TV and owned-and-operated websites and apps. This enables marketers to reach the right audience with relevant and timely advertising and content across all digital channels.
“Nielsen AI takes a big leap beyond industry-standard batch-learning approaches, which are limited by static audience data sets and learning processes that can take days to complete,” said Mark Zagorski, Executive Vice President – Nielsen Marketing Cloud (pictured top left). “In a competitive environment where every moment counts, marketers need to be able to act on up-to-the-second information in an automated way. Nielsen AI equips them with the tools they need for real time data processing, learning and syndication, enabling marketers to cut through the clutter by providing superior customer experiences across channels, devices and time.”
Nielsen AI is currently supporting over a thousand live adaptive learning models with clients. These models are seeing a nearly 25% lift over standard batch-learning models. Nielsen AI is currently being implemented with clients that span verticals including food and beverage, retail, personal care, financial services, wine and spirits, digital media and out-of-home. Additionally, Nielsen Marketing Cloud’s Data-as-a-Service (DaaS) unit leverages Nielsen AI to increase the accuracy of its 60,000 audience segments.
In conjunction with the introduction of Nielsen AI, the company has published a companion white paper available here that provides a deeper dive into the importance of real time adaptive learning particularly in an era of increased competition for consumer attention, growing demand for more granular audience targeting, and a need for more immediately responsive marketing capabilities.
Nielsen is committed to consumer privacy, making consumers aware of how their data is being used, and providing the ability to opt-out of targeted advertising at any time through settings on their device, Nielsen’s websites, and/or through content providers’ websites or apps.
Ad-Juster Launches Program That Helps Publishers, Agencies Solve Multi-Billion Dollar Programmatic Ad Trading Data Normalization Problem
Ad-Juster, a fully automated reconciliation and aggregation reporting system, announced a new program designed to optimize programmatic inventory with reporting that normalizes different terminology (or “dimensions”) used by various platforms in the programmatic ecosystem. The result will be significant savings in time and money for DSPs, ad networks, SSPs, ad exchanges, trading desks, brands and their agencies, ad tech platforms, and publishers.
“Until now, there, has been no single way to optimize programmatic performance, because of multiple monetization partners, so performance visibility is lost due to reporting complexities,” says Matthew Essenburg, Ad-Juster’s CTO (pictured left). “In fact, some publishers aren’t aware that when a dimension terminology works extremely well on one platform, it may be entirely unavailable on another. For example, the same advertiser (dimension) might be called a dozen or so different names that do not translate from one platform or ad tech stack to the next. Ad-Juster is uniquely positioned in the digital ecosphere to crowd source and normalize the data sources in order to solve the wasted billions in un-optimized yield.
Ad-Juster’s new programmatic reporting solution features will include easy and accurate data visualization, customizable reports and flexible filters, user-friendly dashboards and quick views and convenient data delivery and sharing.
“Buyers and Publishers employ programmatic solutions for the cost, time savings, and scale delivered through automation. Ad-Juster provides programmatic reporting so they can get the most from programmatic operations and investments,” says Mr. Essenburg. “Partners will get the simplicity and efficiency they need for accurate analysis, planning, and transactions. Plus, our new Concierge Team will help them hit the ground running and provide the ongoing support needed to maintain lucrative momentum.”
Ad-Juster’s technology pulls delivery reports from over 200 of the third-party digital ad systems and then consolidates and normalizes the various dimension data into reports and live dashboards. This automation creates increased transparency and efficiency being able to view and report on any set of more than 150 data dimensions. Moreover, these incompatible dimensions change and need constant updating.
Here are a few examples of popular views:
Viewing revenue by platform. Data is ready to view within 24 hours showing which platforms are the most profitable. This approach is valuable for assisting programmatic traffickers to see if there are any glaring deficiencies in eCPM rates across the different platforms.
eCPM by platform, advertiser, and more. Quickly view how inventory is being purchased across many channels. Identify and close loopholes, allowing advertisers to pay less for inventory based on where they buy it.
Visibility of fill rate by platform. Prioritize partners by quickly viewing who is filling to maximize the yield.
Advertiser by Buyer. This increases the understanding of which brands work with which advertisers, and how much money each advertiser is spending on programmatic. This could lead to an avenue of advertiser intelligence that generates more direct sales revenue.
Ad Unit by Country. Ad units that get sold to open exchanges in other countries may have some additional optimizations especially if certain ad units have low eCPM or fill rates. This also allows a view into whether there are international revenue opportunities, especially for sites that have global demographics.
Among the benefits for users is the ability to identify:
· Which ad partners have the highest performance ROI
· Which programmatic partners have valuable unique demand, see advertiser deals for direct sales opportunities
· And viewing programmatic inventory performance through limitless dimension and metric combinations.
“We see that normalizing the dimension data as the headwaters to future advancements in programmatic optimization. These include normalized data intake to enhance ad tech platforms, agencies connecting to our API to ingest structured data sets for their data warehouse,” says Mr. Essenburg.
“Ad-Juster dashboards provide a quick view for checking revenue, eCPM, and impression levels at a glance. A sudden decrease or increase by partner, on any of these metrics, indicates a problem and we can act quickly, reducing our risk of lost revenue,” says Chris Turley, Programmatic Operations Analyst at Scripps Networks Interactive.
Simulmedia Adds Harold Morgenstern and Jerry Canning To Growing Sales Team.
Simulmedia, a company focused on data-optimized TV campaigns that are guaranteed to deliver better performance for major brands, announced that Harold Morgenstern and Jerry Canning have joined the company’s growing sales force. Mr. Morgenstern (pictured left) will serve as General Manager, Agency Development & Strategic Partnerships, with responsibility for revenue generation through strategic partnerships with agency holding companies and directly with brands. Mr. Canning will serve as Vice President of Sales, focused on key vertical industries. Both will be based in Simulmedia’s NYC headquarters and report to President and CRO Tim Spengler.
Mr. Morgenstern spent the last eight months as the CEO and Founder of his own advertising media-consulting firm, Media Pro Consultants, LLC, specializing in digital and linear advertising revenue generation. Prior to that, he spent 14 years at Discovery Communications serving as an SVP of national advertising across Discovery’s linear and digital properties.
“My mission will be to develop partnerships with holding companies and marketing clients to demonstrate first-hand how Simulmedia’s VAMOS platform can enhance the ROI of their national TV advertising, and transform the way that television is targeted, planned, and activated,” says Mr. Morgenstern.
Mr. Canning (pictured left) joins Simulmedia from Facebook where he was Industry Director, Financial Services for two years developing innovative programs for marketers across banking, lending, insurance, investment/brokerage, credit cards, and credit reports. At Facebook, he also had responsibility for the real estate category. Before that, Mr. Canning was at Google, where was Industry Director from January 2005 to November 2014. At Google he also managed Travel, Elections and Local teams. Earlier in his career Mr. Canning worked at iWon/The Excite Network, Turner Broadcasting, and Foot Locker, where he managed sports marketing sponsorships, including partnerships with the NBA, NFL and MLB.
“I’m eager to leverage my digital video experience with Google/YouTube and Facebook to help Simulmedia clients make their TV ads perform better through data-driven audience-targeting at the scale of national TV,” says Mr. Canning.
“We are pleased to bring both Harold and Jerry into our company. The depth of their knowledge and breadth of their contacts will help accelerate the growth of Simulmedia’s Performance TV offering in the marketplace,” says Mr. Spengler.
Marcia Swart Joins Telmar as Deputy Managing Director for Africa
Telmar, the global advertising and media planning software company, announced that Marcia Swart, who has led strategy at several of the world’s largest media agencies, has joined the company as Deputy Managing Director for Africa. Based in Johannesburg, Ms. Swart will report to Jennifer Daniel, Managing Director for Telmar Africa.
Telmar provides strategic targeting and media planning systems and solutions to advertisers, agencies, media companies, and data suppliers. Over 25,000 users across 100 countries use Telmar systems to analyze thousands of consumer and media data sets to assess target markets, audience reach and frequency, and media performance.
“There’s great opportunity for Telmar as the pace, scale and sophistication of marketing increase around the world,” says Ms. Swart. “Systems that allow marketers to make sense of unprecedented amounts of data, not just organize it, will be fundamental to business growth and form the backbone of forward-thinking brands. Telmar is the best insights system I’ve worked with. Using it can uncover new connections between audiences, activities, behavior and media. I’m excited to show the possibilities to advertisers, agencies and media across the African continent.”
Ms. Swart comes to Telmar from Mindshare Johannesburg, where she was Director of Strategy & Business Planning and the Client Lead Director for telecommunications network MTN and satellite TV provider MULTICHOICE. Before Mindshare, she was Strategy Director at OMD Cape Town, where she oversaw all major media strategies and helped lead business development on their largest client. Before that, she was Associate Media Director at The MediaShop, Marketing Services Manager at SABC Airtime Marketing, and a Media Planner at Sonnenberg Murphy Leo Burnett as well as The MediaShop.
“Marcia is a super user of the Telmar software, and she understands how it helps throughout the marketing process,” says Ms. Daniel. “She brings a client perspective along with key insights on data analytics to Telmar, so we can expand our services and impact in Africa. As a key member of our Global Research and Development team, she will also help develop the next generation of our global services.”
Ms. Swart has served on the Advertising Media Forum and the SAARF’s Print Council. She is an honors graduate of the AAA School of Advertising’s Boston House College, where she has also guest lectured on advertising and media.