The collaboration will enable execution and posting on media buys across networks by combining Nielsen’s Audience-Based Buying Data with clypd’s Advanced Targeting Proposal, Forecasting and Yield Optimization Platform.
Nielsen announced that it will collaborate with clypd, a leading audience-based sales platform for television networks. The syndicated service will offer the advertising ecosystem a fully integrated, linear TV targeting solution that will benefit marketers, agencies, buying platforms and publishers seeking to plan and buy on demographics beyond age and gender.
“The collaboration between Nielsen and clypd will give marketers and media owners a frictionless, reliable and cost-effective way to transact linear TV, enabling them to spend more time making decisions that can truly drive bottom line results,” said Kelly Abcarian, SVP, Product Leadership, Nielsen (pictured top left). “Being able to seamlessly define and execute buys against advanced audiences, as well as validate the delivery of these audience segments with the same rigor as we demand for age and gender across all linear TV programming today, is a crucial advancement for the industry.”
In today’s world of growing content options across devices and platforms, reaching the audiences that matter most—be it a first time car buyer or a frequent lunchbox snack purchaser—is paramount for both TV networks and advertisers. By enabling buyers to seamlessly share their media plans and the audience segments created via Nielsen’s planning service, Nielsen Media Impact, with sellers through the clypd platform, media owners will be able to instantaneously price, evaluate and execute targeted audience buys. In addition, publishers will be able to more effectively manage their sales efforts and make decisions with greater agility accelerating the adoption of audience-based buying at scale.
With the advent of targeted linear TV, demands from marketers to leverage their own audience data sets for the purposes of planning and executing TV advertising buys has been limited in scale and cumbersome. clypd and Nielsen are creating a streamlined workflow to bring efficiency to marketers looking to transact on TV with their own data and for media buyers new to TV advertising to leverage unique digital assets within TV.
The collaboration between Nielsen and clypd will give clients the ability to target Linear TV audiences by leveraging consumer profiles available through Nielsen TV MRI Fusion, Nielsen Buyer Insights, Nielsen Catalina Solutions, and other first-party data segments.
Additionally, this flexible solution, powered by the Nielsen Marketing Cloud, will pave the way for advertisers to activate an even wider range of valuable audiences on linear TV. It allows linear TV audiences to be defined based on thousands of additional consumer attributes and helps marketers reach these audiences across all marketing channels, as well as analyze and optimize the performance of their campaigns.
“We are excited to deepen our relationship with Nielsen, bringing innovations to market which will allow media owners and marketers to optimize their audience-driven TV advertising by activating Nielsen’s industry-leading data products,” said Joshua Summers, CEO and Co-founder at clypd. “This collaboration marks a turning point in the industry, bringing us one step closer to realizing the power of advanced audience optimization and true targeted linear TV advertising.”
Smart Technology, Sound Solutions
This solution brings together the most advanced audience-based buying data and solutions from Nielsen with clypd’s advanced target proposal, forecasting and yield management platform to enable inventory optimization for the buying of Linear TV audiences. Advertising campaigns originating through this service will be posted using the clypd platform, which will be integrated with Nielsen’s industry-leading TV ratings methodologies to provide advertisers with the same confidence that they already expect from age and gender buys today.
“The industry is at a critical juncture where marketers are looking to pinpoint important and valued consumers,” said Keith Kazerman, Group Senior Vice President, Discovery Communications. “We are thrilled to be working with Nielsen and clypd as they bring a new collaborative solution to the marketplace that delivers a much-needed standard for agencies and buyers, clients and sellers, to execute audience based buying.”