Nielsen Adds Demographics to Gracenote's Smart TV Data

Nielsen demographics, used to plan and buy TV advertising, are to be applied to smart TV viewing and ad exposure data from its music, video and sports tech subsidiary Gracenote, to deliver demographically-verified measurement across 'all four' screens.

Nielsen will use machine learning to compare behavioral patterns in its National TV Panel to the millions of real-time Smart TV viewership data collected via Gracenote's Video Automatic Content Recognition (ACR) technology, in order to assign demographics to viewership data. The solution is available via the platform of mobile ad targeting firm Amobee.

Advertisers, agencies and broadcasters can now use Amobee 4Screen to plan and forecast campaigns across connected TV, linear TV, mobile and desktop. Through Nielsen's solution, advertisers and broadcasters will be able to continuously measure audience exposure during a campaign, and optimize targeting and cross-channel allocation. This promises media buyers and sellers the ability to coordinate upfront and scatter buys against Nielsen-defined audiences regardless of screen or distribution platform. The solution provides the ability to plan, buy and sell inventory against a common target audience, and gather insights into how cross-screen campaigns build reach and drive measurable business results.

Philip Smolin (pictured), Chief Strategy Officer at Amobee, explains: 'Amobee, combined with Nielsen's trusted, standard TV audiences, are bridging the gap between CTV and linear TV. This is the cross-screen solution the industry has been waiting for, and we're thrilled to collaborate with Nielsen to bring it to market for the first time for both advertisers and broadcasters'.

Web sites: www.nielsen.com and www.amobee.com .