NEW YORK, NY--(Marketwired - Mar 14, 2014) - AudienceXpress -- the leading programmatic TV platform and a subsidiary of Visible World -- announces a new agreement with Nielsen. This agreement will authorize the AudienceXpress platform to use advanced data sets from Nielsen Buyer Insights and Nielsen Catalina Solutions (NCS) to enhance the value of television inventory.
AudienceXpress is an automated TV ad sales and optimization platform that aggregates national TV ad inventory, and marries it with audience data to allow marketers to easily plan, buy, optimize, and report on their audience-based TV campaigns. Moving forward, using Nielsen advanced audience data makes it possible for marketers to plan and optimize campaigns on an even more detailed level, in near real-time, through the AudienceXpress platform.
This deal marks a new level of exactitude for TV precision marketing and allows AudienceXpress advertisers to reach their audiences based on consumer spending categories from Nielsen Buyer Insights, and consumer packaged goods (CPG) spending data from Nielsen Catalina Solutions. Marketers will now be able to plan, optimize, and report on campaigns across these consumer spending categories. It reflects the company's steady progress over the past year, as noted by Joe Mandese in his recent article on MediaPost, and delivers on the "promise to build out the data-targeting features of the platform to give TV buyers and sellers the same kind of front-end analytics that people are accustomed to using in the online world."
How it Works
Nielsen Buyer Insights matches credit card spending information from retail, restaurant, telecom, travel, financial, and entertainment sectors with Nielsen TV viewership data to create audience segments. Nielsen Catalina Solutions integrates Nielsen viewing data and 4.3 million cable set-top-box homes with shopper data from over 70 million households to link advertising with actual offline retail sales. In keeping with accepted best practices, these data sets are aggregated and anonymized to form consumer segments for targeting. This provides consumer packaged goods (CPG) marketers with ability to plan and buy television that reaches buyers. Thanks to the new agreement, AudienceXpress advertisers can now use these segments to reach their audiences on a more granular level, in near real-time.
"We're increasing the relevance of inventory by surrounding it with actual retail purchase data and industry-standard Nielsen viewing data," said Walt Horstman, President of AudienceXpress. "The new NBI and NCS data sets will provide greater insights into inventory value for our TV partners as well as advertisers."
"As the television industry becomes more data-driven and automated with the shift to programmatic buying, we believe that this evolution will make the advertising ecosystsem more efficient and effective for all parties," said Mike Nazzaro, CEO, Nielsen Catalina Solutions.
"There is a real advantage here," said Nada Bradbury, SVP, Product Leadership, Nielsen. "The AudienceXpress platform is now allowing advertisers the flexibility to execute on this data in near real-time, marketing to audiences based on consumer spending for optimized advertising reach."
AudienceXpress, a subsidiary of Visible World, is a leading programmatic TV buying platform that automates the planning, buying, optimization, and daily reporting of linear TV campaigns nationwide. AudienceXpress' web-based platform allows media buyers to optimize campaigns and reach target audiences quickly and easily. AudienceXpress offers simple, scaled delivery of a national audience, superior audience targeting technology, automated execution, and data-driven consumer insights.