Nielsen Launches Streaming Signals CTV Service

Nielsen has launched a solution called Streaming Signals, to help connected TV (CTV) operators and advertisers better understand who is watching a show within households.

Using custom machine learning models to determine who is in the household based on historical viewing data, Streaming Signals assigns person-level demographics to help advertisers and agencies reach their target audiences and media owners to deliver real-time ads to the right audience. Once Nielsen's panel data and CTV provider viewing data is integrated, the CTV provider will notify the Nielsen system and will receive a signal containing information regarding who is most likely watching within the household.

The CTV provider can then play a more relevant ad, rather than the ad previously reserved. For example, Nielsen says that if Sons of Anarchy is being watched within a household, the 35-year-old male who is likely to be watching the show will be shown an auto ad instead of one for, say, a brand of yogurt.

Nielsen says that Streaming Signals is well suited for its Digital Ad Ratings (DAR) clients as these two solutions together enable clients to both optimize and measure CTV reach. Ameneh Atai (pictured), General Manager Digital and Advanced TV, adds: 'We know that the media industry is going through accelerated change, switching to a streaming-first approach, and with an audience watching programming whenever, wherever, and on a number of devices. Nielsen is the only one that is unbundling the household because we are the only ones that sit at the intersection of the streaming behavior and audience data'.

Web site: www.nielsen.com .