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Nielsen in Targeted Ad Software Tie-Up
The Nielsen Company and INVIDI Technologies Corporation have today announced a multi-year agreement to share data and explore ways to measure personalized television ads targeted at specific viewers.
Under the non-exclusive agreement, Nielsen will provide INVIDI with demographic data to refine and improve its Advatar software engine, which tracks 'addressable' or 'targeted' advertising based on demographics and behaviour. Advatar works via an enterprise-level headend or as a digital set-top box application.
The partners say they will explore ways to use their respective core competencies and seek ongoing input from clients to develop new and enhanced metrics for measuring advanced advertising.
INVIDI COO and CTO Bruce J. Anderson says the deal provides 'an enormous opportunity for both companies and the advertising industry across a wide array of real time and time-shifted media'. Scott Brown, Nielsen's Senior VP for Media Product Leadership - Digital Platforms, calls the deal 'an important step forward'.
Nielsen has brought in a number of services in the past year aimed at opening up measurement of digital media, including its DigitalPlus set-top box system and standardized ratings of television commercials that enable clients to gauge the impact on commercial viewing of DVRs and other time-shifting technologies.
Web sites: www.invidi.com and www.nielsen.com.
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