Nielsen and clypd Link for Linear TV Targeting Solution

Nielsen has partnered with audience-based TV sales specialist clypd, to offer a syndicated linear TV targeting solution for marketers and agencies seeking to plan and buy using demographics beyond age and gender.

The solution combines Nielsen's audience-based buying data and products with clypd's advanced target proposal, forecasting and yield management platform, to enable inventory optimization for the buying of linear TV audiences. Clients will be able to target using consumer profiles available through Nielsen TV MRI Fusion, Nielsen Buyer Insights, Nielsen Catalina Solutions, and other first-party data segments.

As part of the partnership, buyers will be able to use clypd's platform to share with sellers their media plans and the audience segments created via the Nielsen Media Impact planning service. Media owners will be able to use the service to instantaneously price, evaluate and execute targeted audience buys; and publishers will be able to manage their sales efforts and make decisions by adopting audience-based buying at scale.

Kelly Abcarian (pictured), Nielsen's SVP, Product Leadership, says the deal will give marketers and media owners 'a frictionless, reliable and cost-effective way to transact linear TV, enabling them to spend more time making decisions that can truly drive bottom line results'. She adds: 'Being able to seamlessly define and execute buys against advanced audiences, as well as validate the delivery of these audience segments with the same rigor as we demand for age and gender across all linear TV programming today, is a crucial advancement for the industry'.

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