question, Nielsen Online Audience segments, measurement

Dear Kathy Joe and Susan:


I see that yesterday Nielsen won an eXelate data award for its Nielsen Online Audience Segments (excerpts below on its dimensions).  Would this measurement product be included under the permitted use as proposed?  It certainly is about more precise user targeting.

I know we are in the pleasant "cooling off" period of August, so don't feel obligated to reply.  Just want this on record and a response next month.

Thanks,

Jeff

New York, NY (August 2, 2013) - Today, eXelate, the leading smart data and analytics engine powering smarter digital marketing decisions, announced five data eXcellence award winners in the following categories: agency, publisher, platform, partner and non-adtech. Each of the forward-thinking companies showcased how innovative uses of data can drive smarter business decisions at eXelate's inaugural data eXcellence awards ceremony on August 1 in New York. The five winners, VivaKi, Nielsen Online Audience Segments - TV Viewing,





Nielsen Online Audience Segments – TV Viewing works by leveraging Nielsen’s unique data assets and TV knowledge and correlating how people watch TV with how they behave online. Nielsen uses a unique, representative sample of both TV and online panelists, providing a privacy-protected source for robust segment models based on viewers, rather than households. By building segments based on types of TV viewership, including shows or channels most viewed, heavy or light viewers, genres and viewer attributes, Nielsen is able to model a group of consumers ideal for a specific campaign or message. As part of its Nielsen Online Audience Segments solution, Nielsen also offers the ability to reach consumers online based on lifestyle, demographics and consumer packaged goods (CPG) habits.

Nielsen Online Audience Segments can be accessed in multiple ways – including an application programming interface (API), a direct match system, or by server-to-server matching with Nielsen’s data management platform (DMP), powered by eXelate – based on how Nielsen collaborators choose to manage the buying or selling of inventory.


http://www.nielsen.com/us/en/press-room/2012/nielsen-bridges-online-and-offline-behaviors-with-innovative-cro.html


A new Nielsen targeting product aims to let advertisers buy online audiences based on their TV consumption patterns. It's an extension of what the measurement firm has already done linking CPG purchase data to online media, and another mile marker on Nielsen's road map for a digital media marketplace geared to the needs of broadcast media planners.

To build the data segments, Nielsen takes a representative subset of its online and TV panelists, observes how they behave across TV and the web, and extrapolates that to a larger audience. Those segments consist of things like shows most viewed, channels most viewed, light or heavy TV watchers, and genres. The segments can be accessed in a few ways, including through an API, direct matching, or server-to-server matching using Nielsen's DMP, courtesy of eXelate. (More in the press release)

At launch, five media sellers are actively pushing the new TV segments -- Microsoft, Adap.TV, Specific Media, Undertone, and Videology.

AdExchanger spoke with Jonathan Carson, Nielsen's CEO of digital, about the new offering (called Online Audience Segments – TV Viewing) and how it ties in with the company's Online Campaign Ratings product.

How does this fit with Nielsen's history tying offline behavior to online ad buying?

We've been playing in the precision marketing space for a number of years. Our first forays into it were with our CPG purchase data. We've had a number of programs in the market for a bunch of years through which publishers are able to organize our audience into segments according to what people buy.

For instance Campbell's Soup is able to buy an advertising campaign to reach people that buy a lot of soup. That's been very successful for us. We've done it with CPG data, and we've also done it with Claritas Prizm Segments.

This release is the next very big step in that direction. This is bringing TV viewership data into the online advertising ecosystem. What that enables at the base level is for advertisers to buy audiences according to what they watch on television. If you're looking for college sports fans or people that watch a lot of home design programming, this would be a way to reach [them] online.

The greater opportunity we see is this is a very big leap forward in cross platform advertising. We envision a day where any ad delivered online would be delivered with the context of whether that person has seen the ad on television as well. Agencies have for the past 15 years been talking about that type of cross-platform advertising. There just haven't been sophisticated tools online in place.

It sounds like you envision this supporting TV-to-online attribution modeling, in addition to targeting.

What we're tackling here is the delivery piece. The other bookend of this is our Nielsen Online Campaign Ratings (AdExchanger story), which  does the back-end measurement to see whether the delivery and segmentation is successful. This is about organizing the audiences for ad delivery. NCR… tells you whether you succeeded in that.

...http://www.adexchanger.com/online-advertising/nielsen-rolls-out-tv-viewing-segments-for-online/