Nielsen Partners for Connected TV Campaign Measure

In the US, Nielsen has partnered with video ad platform YuMe to launch what the pair say is the first programmatic platform-based/campaign-based audience measurement solution for connected TV (CTV) campaigns.

YuMe combines data-driven technologies with insight into audience behavior, in software that helps build brand resonance with engaged consumers. Together with Nielsen it will now provide clients with campaign-level audience measurement data across its network of app publishers within the CTV marketplace. The latter includes TVs connected to the Internet via OTT devices, Blu-ray players, streaming boxes or sticks, and gaming consoles, in addition to built-in Internet capabilities such as smart TV.

Michael Hudes (pictured), Chief Revenue Officer of YuMe, explains: 'As the CTV market continues to grow and become a focal point in cross-screen strategies, marketers need a solution that allows them to compare audiences across all screens - and optimize their campaigns based on this crucial data. Our relationship with Nielsen allows us to not only deepen the level of audience reporting we provide on CTV campaigns, but also align these insights across a brand's mobile, linear TV and desktop initiatives'.

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

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