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Nielsen Adopts Advanced TV Targeting Standards

September 17 2018

Nielsen has adopted the 'Calculation Principles for Advanced Targets', developed by the ATSG, a consortium of twelve media owners set up last year. The Principles define the best practices for targeting across linear television advertising.

Kelly Abcarian and Pete DoeNielsen is implementing the principles through its Advance Audience Posting API.

The ATSG (Advanced Target Standards Group) was set up in 2016 by audience-based TV sales specialist clypd, and its members include Disney|ABC, A+E, AMC Networks, Discovery Communications, Fox Networks Group, GSN, Scripps, The Weather Channel, and 20th Television. The principles were developed with the collaboration of the Coalition for Innovative Media Measurement's (CIMM).

In addition, the ATSG has created a data labeling framework for TV measurement data, which includes panel, STB, OTT and ACR data sets. This data labeling operates at two levels - a top-line description of the basic attributes such as sample size, coverage and projectability, and a more detailed assessment that covers areas such as reported metrics, data granularity, and reporting frequency and latency.

Kelly Abcarian, SVP of Product Leadership, Nielsen, says the ATSG Calculation Principles are a great 'first step' towards bringing consensus to advanced audience measurement. Pete Doe, Chief Research Officer at clypd, adds: 'The ATSG Calculation Principles reflect broad industry consensus about how advanced audiences should be counted in linear TV. Additionally, they are open source, as we all agreed that was crucial for the development of the industry. We're excited that Nielsen has chosen to implement them'.

Web sites: www.nielsen.com , www.atsg.tv and www.clypd.com .

All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.

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