Videology Expands Integration of Nielsen Data
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.