Nielsen has launched a new tool that it says “empowers media clients and their solution providers to accelerate their TV audience targeting initiatives.”
Through the Enterprise Audience API, Nielsen’s television clients can now transact on advertiser-defined audiences including those based on credit card spending habits, in-store purchases and extended psychographic profiles.
The API supports standardized segments curated by industry groups such as the Advanced Target Standards Group (ATSG).
“The Nielsen Enterprise Audience API represents our commitment and investment in powering the marketplace’s evolution towards audience-based buying and selling,” said SVP of Nielsen Product Leadership Kelly Abcarian. “The new platform will serve as a single source of truth for a new advanced audience marketplace, enabling marketers and the publishers who serve them to reach their most important consumer prospects.”
“A key differentiator” of the Nielsen Enterprise Audience API is the availability of Nielsen TV Universe Estimates for advertiser-defined audiences.
The company notes, “In order for agencies to accurately plan and execute media campaigns beyond age and gender—and for media owners to appropriately value these advanced demographics—it is imperative for everyone to know how many of these people actually exist. A foundational part of any advanced television platform, for example, is the ability to access these precise Nielsen population estimates at every step of the planning and buying process.”
Enterprise software platform clypd is integrating the Nielsen Enterprise API into its solutions; others, including Simulmedia and Videology, are integrating the API into their respective platforms.
“By using Nielsen’s API, such platforms will be extending the availability of Nielsen‘s ratings data for custom advertiser-defined audiences, allowing users to create more targeted and optimized media buys, ultimately increasing the return on investment on ad spend for advertisers,” Nielsen touts.
“In a time when advertisers are scrutinizing every dollar and demanding ever higher investment returns, media sellers need accurate, timely and trusted independent data that allows them to offer a broader range of audience segments,” said Joshua Summers, CEO of clypd.
