The Nielsen Company and INVIDI Technologies announced a multi-year agreement to share data and explore ways to measure personalized television ads targeted at specific viewers. Nielsen will provide INVIDI with demographic data that will enable it to refine and improve its advanced software engine – called Advatar — to track addressable advertising for digital television providers.
“Nielsen is anxious to create metrics for measuring targeted advertising, and this agreement with INVIDI is an important step forward,” said Scott Brown, Nielsen’s SVP/Media Product Leadership – Digital Platforms. “The new digital landscape is changing the way advertising is placed. Working with the industry, we expect to discover more effective ways to measure and confirm advertising success, which is increasingly critical to the needs of both ad buyers and sellers.”
The move builds on Nielsen DigitalPlus, a division that works with set top box data from MSOs and satellite providers to create new insights and services for clients by integrating set top box data with other Nielsen information.
The news comes days after WPP’s GroupM invested 25 million in Invidi, with GroupM CEO Irwin Gotlieb joining the INVIDI board (12/14/07 TVBR #243).