Software provider for converged TV and video advertising, Videology, has announced that it has expanded data leveraged within its platform for planning to include audience segments from eXelate, a Nielsen company. Two years ago, Videology announced it had leveraged Nielsen’s TV and Cross-Platform Homes data as a component powering Videology’s platform for television ad decision-making. The integration of eXelate audience segments will allow for more cross-screen segmenting, and the continued ability to plan, buy or sell both TV inventory and digital video inventory using a common metric.
“Videology’s use of Nielsen’s data within its platform is a unique application,” said Andrew Feigenson, Managing Director of Digital, Nielsen. “The addition of eXelate audience segments enables Videology to make even more informed, data-driven recommendations for planning television buys.”
As a result of the integration, Videology has the ability to:
* Plan, buy and measure the same audience across TV & Digital
* Tie TV viewership to online and offline behaviors, including purchase behavior
* Plan and buy TV campaigns based on digital data insights applied to TV audiences.