NBCU will use non-Nielsen data to guarantee audiences for targeted ads.
The company says it will make its Audience Targeting Platform product available to “select advertisers’ in the 2016-2017 upfront marketplace.
The news comes after Fox last month said it too, plans to use non-Nielsen data for ad deals.
NBCUniversal viewership data will be gathered from Comcast set-top-boxes, and other third party sources. The company will also incorporate information from Fandango and GolfNow as well as anonymized first and third-party consumer data.
All of this data will replace traditional age and gender metrics to guarantee targeted advertising delivery.
ATP 2.0 now will offer both national linear TV optimization and household level targeting within NBCUniversal’s VOD platforms to give advertisers the most effective way to target campaigns to audiences exclusively within a premium video content environment, according to NBCUniversal.
ATP 2.0 represents an advancement “in how we measure and target audiences more accurately,” says NBCUniversal EVP Advertising Sales for the News and Hispanic Groups Mike Rosen.
Nielsen SVP Product Leadership Kelly Abcarian tells Deadline Hollywood “analytics data and currency measurement ratings data are two fundamentally different things” — and it’s “imperative to have an independent, unified and common measurement used for advertising currency.”
Nielsen also says age and gender information is still necessary for industry measurement.