Nielsen will collaborate with clypd, an audience-based sales platform for television networks. The syndicated service will offer the advertising ecosystem a fully integrated, linear TV targeting solution that aims to benefit marketers, agencies, buying platforms and publishers seeking to plan and buy on demographics beyond age and gender.
“The collaboration between Nielsen and clypd 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,” said Kelly Abcarian, Senior Vice President, Product Leadership, Nielsen. “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.”
“We are excited to deepen our relationship with Nielsen, bringing innovations to market which will allow media owners and marketers to optimise their audience-driven TV advertising by activating Nielsen’s industry-leading data products,” said Joshua Summers, CEO and Co-founder at clypd. “This collaboration marks a turning point in the industry, bringing us one step closer to realising the power of advanced audience optimization and true targeted linear TV advertising.”