Nielsen Extends Watermarks to Second Screen

Nielsen is working with secure identity solutions firm Digimarc to make its digital watermarks available to clients for use in applications 'beyond audience measurement' - and specifically across second screens.

The firms first formalized their relationship in 2009, through the formation of two joint ventures that combine Digimarc's solutions for deterring fraud, counterfeiting and piracy, with Nielsen's consumer and business data. The new service promises clients the ability to develop new ways to engage with consumers on second screens - including use of encoding and decoding technology currently used in the ratings services - without disruption of their existing measurement services. The new offer will also provide clients with access to the Digimarc Discover platform, which enables mobile engagement with virtually all media, including TV, radio, movies, publications and consumer products.

Kelly Abcarian, Global Watch Product Leadership at Nielsen, says the alliance should enable clients 'to use the watermarks that already exist in their media workflows for an expanded range of valuable applications'. She continues: 'This new service provides a proven means of addressing current requirements as well as providing clients with flexibility to innovate and adapt as they engage with audiences and address future business needs'.

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

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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