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Nilesen Inks Multi-Year Pact With INVIDI
MediaWeek.com
Katy Bachman
December 19, 2007
Paving the way for ratings to addressable TV ads on cable and satellite TV, The Nielsen Co. and INVIDI Technologies announced a multi-year agreement to share data and explore ways to measure personalized TV ads delivered by INVIDI's Advatar system. As part of the deal, Nielsen will provide INVIDI with demographic data that the company can use to refine and improve Advatar's ability to track the addressable ads it delivers based on viewer demographics, buying habits or personal preferences.
As the TV landscape fragments and consumers get more control over how they watch TV, advertisers are changing the way they place campaigns. And they want metrics to measure that performance.
"Nielsen is anxious to create metrics for measuring targeted advertising, and this agreement with INVIDI is an important step forward," said Scott Brown, senior vp for media product leadership, digital platforms for Nielsen. "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."
During the past year, Nielsen took a number of steps to provide ratings for the digital age, including the introduction of ratings for standardized and time-shifted TV commercials.
Mediaweek is owned by The Nielsen Co.