Nielsen Provides viewer data for TV adresible ads in the United States --Cnet Japan
Nielsen, a major research company with television audience rating, announced on November 10, US time that it will introduce addorable (narrowed) data measurement in TV viewing measurement in the United States.This can make the CM seen on TV become a CM that is further narrowed down to the audience's attributes and their interests, as in the advertisement displayed in the Facebook feed.However, advances in technology in advertising targeting raises concerns about the privacy of user data.In addition, the practice of using TV viewing data has not yet been established.
提供：Sarah Tew/CNET対象となるのは、AT&T傘下のDIRECTV、DISH Network、VIZIO。各社とのデータ連携は、スマートテレビやセットトップボックスを含む最大5500万台のデバイスで広告をアドレサブルにするのに役立つという。
Nielsen incorporates anonymized data from these companies and analyzes data in cooperation with its own audience information and attribute information that is grasped from its own panels (monitor collaborators).The company's panel, also known as the "Nielsen household," is a sample of viewers who represent a larger population.
Nielsen will further evaluate this kind of advertisement on the platform of each company.In other words, programs can easily claim fees with these adoresable ads, and marketers can more accurately grasp whether this kind of advertisement has reached the intended audience.These factors should encourage them to further increase adreable ads.
This article edited by Asahi Interactive for an article from overseas RED VENTURES for Japan.
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