AudienceXpress, a TV platform and a subsidiary of Visible World, and Neustar, a provider of real-time information and analytics, have formed a partnership to provide better insight into consumer preference while watching television. This partnership marks the first of its kind for US TV audience targeting, and allows advertising campaigns on TV to be optimised in near real-time, using verified offline and online data from Neustar in conjunction with Smart TV data through the AudienceXpress platform.
AudienceXpress clients can now leverage Neustar’s consumer insight data in conjunction with TV data for TV campaigns in which Neustar’s offline-to-online segmented audience data will be incorporated. In addition, advertisers who already use Neustar consumer insights data for display advertising campaigns can now leverage those same insights for TV campaigns, allowing them to target audiences more effectively through the AudienceXpress platform.
“Viewers have expanded beyond TV and are increasingly consuming content across multiple screens and channels. The challenge for advertisers is to effectively bridge the gap between online and offline audiences to maximize reach,” said Ted Prince, senior vice president, Information Services, Neustar. “We have a long history in the online programmatic space and are committed to ensuring advertisers constantly have ready access to real-time, actionable intelligence to make better decisions. The AudienceXpress partnership underscores that commitment and allows us to apply programmatic principles to television, effecting significant change in a medium that has been slow to adapt.”
“With the application of Neustar’s comprehensive audience data, we’ll see increased insights into TV viewing patterns,” said Walt Horstman, President of AudienceXpress. “Incorporating online data into the AudienceXpress platform will bring TV campaign optimisation to a new level.”