Videology, an advertising software provider backed by Comcast, has expanded its relationship with Nielsen.
Using audience segment data from Nielsen's eXelate unit, buyers can plan, buy or sell TV and digital video inventory using a common metric across platforms, Videology said. The company recently launched a data-enabled TV product.
"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."
With its new Nielsen cross-platform homes data, Videology says it can plan, buy and measure the same audience across TV and digital; tie TV viewership to online and offline behavior, including purchase behavior; and plan and buy TV campaigns based on digital data insights applied to TV audiences.
Read more at broadcastingcable.com.
The smarter way to stay on top of the multichannel video marketplace. Sign up below.
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.