Nielsen has rolled out the 'Enterprise Audience API', which aims to help media clients and their solution providers with their TV audience targeting initiatives.
Users of the new service can access advertiser-defined audiences such as those based on credit card spending habits, in-store FMCG purchases, and extended psychographic profiles. The API also supports standardized segments curated by industry groups such as the Advanced Target Standards Group (ATSG). Enterprise software platform clypd is integrating the new API into its solutions, while others including Simulmedia and Videology will connect and integrate with the API to drive their advanced audience capabilities. Nielsen says such platforms will extend the availability of its ratings data for custom advertiser-defined audiences, allowing users to create more targeted and optimized media buys.
Kelly Abcarian (pictured), SVP, Nielsen Product Leadership, comments: 'The Nielsen Enterprise Audience API represents our commitment and investment in powering the marketplace's evolution towards audience-based buying and selling. The new platform will serve as a single source of truth for a new advanced audience marketplace, enabling marketers and the publishers who serve them to reach their most important consumer prospects'.
Web site: www.nielsen.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.