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BrightLine, a specialist in advanced TV advertising, has selected the Nielsen Data Management Platform (DMP), a core Nielsen Marketing Cloud application, to enable marketers to deliver personalised TV advertisements to millions of US households. Using Nielsen Marketing Cloud capabilities, BrightLine will enable marketers to dynamically personalise their advertising across OTT TV content delivery platforms including Roku, Samsung, Apple, Amazon, Microsoft Xbox and Sony PlayStation.
This new addressable TV advertising capability allows advertisers to tailor their TV messages for different households based on specific interests and behaviour powered by Nielsen Marketing Cloud’s Data-as-a-Service application, which includes over 60,000 audience segments. This will improve relevance and marketing impact and content providers can more effectively monetise their connected TV offerings. Personalised TV ads enhance an already premium screen across viewing environments including live and on-demand TV.
“We are entering an age of hyper-targeted brand experiences on our TV screens, with leading marketers adopting household addressable TV ads — it’s part of this golden age of TV we call tvtopia. BrightLine’s dynamic engageable ad platform allows marketers the ability to provide personalized TV ads to target audiences based on their specific interests and behaviour,” said Jacqueline Corbelli, co-founder and CEO of BrightLine. “With powerful consumer insights provided by Nielsen Marketing Cloud, we will expand this personalised messaging even further to audience sub-segments, such as brand loyalists or competitor brand loyalists.”
“Brightline chose Nielsen Marketing Cloud because our next generation DMP gives them direct access to not only world-class Nielsen audience data, but also advanced machine learning and adaptive modelling that will continuously optimise their clients’ audience segments,” said Nielsen’s Damian Garbaccio, EVP – Commercial, Nielsen Marketing Cloud. “This ensures that OTT-TV audiences will receive the most relevant and timely messages and help generate superior advertiser ROI.”