Nielsen Rolls Out 'Addressable TV' Platform Beta Test

Nielsen has announced the beta launch of its linear Addressable TV platform, with A+E Networks, AMC Networks, CBS, Discovery, FOX, NBCUniversal and WarnerMedia testing the solution by running and evaluating addressable ad campaigns.

Following several Nielsen-led trials conducted over the last year, this is the next phase in preparing broadcast and cable networks to launch expanded addressable ad campaigns with buyers. Participating networks will integrate the solution into their respective workflows, processes and tech stacks. They will then review the solution's full capabilities, including ad inventory and campaign management, audience targeting, ad decisioning, dynamic ad replacement, and C3/C7 measurement reconciliation as necessary.

The beta program will run through the first half of 2020 in preparation for its commercial debut later in the year. According to Kim Kelleher, President of Advertising Sales and Partnerships for AMC Networks, the solution will help better understand how his firm can tap into its audiences across its range of linear networks to maximize both the value of AMC Network's ad inventory and the relevance of the advertising the company deliver to viewers.

Kelly Abcarian, Nielsen's General Manager, Advanced Video Advertising, adds: 'As programmers take on the challenge of unlocking the value of their fourteen minutes per hour of advertising time, they require solutions to manage complex addressability workflows. Having programmers engage with Nielsen's Addressable TV Advertising solution to execute test campaigns with brands will allow us to evaluate the end-to-end touchpoints across an addressable TV media buy.'

Web site: www.nielsen.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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