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Nielsen Bridges Online and Offline Behaviors with Innovative Cross-Platform Offering

4 minute read | August 2012

Microsoft Corp., Adap.TV, Specific Media, Undertone, Videology among the Selected Companies Offering Nielsen Online Audience Segments – TV Viewing 


New York, NY – August 7, 2012 – Nielsen, a global provider of information and insights into what consumers watch and buy, today announced its latest innovation for cross-platform advertising. Nielsen Online Audience Segments – TV Viewing links online and offline consumer behaviors by providing marketers the ability to connect with TV audiences online and more strategically align their TV and online ad campaigns.

Nielsen Online Audience Segments – TV Viewing serves the needs of those on both the buy- and sell-sides. Demonstrating the demand for this capability, Microsoft Corp., Adap.TV, Specific Media, Undertone, and Videology are early adopters of this solution and are using it to optimize advertising opportunities for their clients.

“This is a tremendous next step in connecting the dots between offline and online behavior. The fact that we’re using the very same data that’s deployed within the traditional TV economy is a key differentiator which resonates with the industry. Being able to interact with consumers online who are, for example, heavy viewers of college sports or home design programming, or light television viewers who are difficult to reach through that medium, can prove invaluable to marketers as they’re planning their advertising campaigns,” said Jonathan Carson, General Manager of Digital for Nielsen. “We’re excited to have such great collaborators using this solution from the outset.”

Nielsen Online Audience Segments – TV Viewing works by leveraging Nielsen’s unique data assets and TV knowledge and correlating how people watch TV with how they behave online. Nielsen uses a unique, representative sample of both TV and online panelists, providing a privacy-protected source for robust segment models based on viewers, rather than households. By building segments based on types of TV viewership, including shows or channels most viewed, heavy or light viewers, genres and viewer attributes, Nielsen is able to model a group of consumers ideal for a specific campaign or message. As part of its Nielsen Online Audience Segments solution, Nielsen also offers the ability to reach consumers online based on lifestyle, demographics and consumer packaged goods (CPG) habits.

Nielsen Online Audience Segments can be accessed in multiple ways – including an application programming interface (API), a direct match system, or by server-to-server matching with Nielsen’s data management platform (DMP), powered by eXelate – based on how Nielsen collaborators choose to manage the buying or selling of inventory.

The introduction of Nielsen Online Audience Segments – TV Viewing joins other recent Nielsen advancements in the online advertising ecosystem, including the launch of the Nielsen Innovation Lab, designed to identify and develop ideas that elevate understanding of ad effectiveness across platforms, and recent enhancements to the Nielsen Campaign Ratings suite which adds capabilities for viewability, verification and breakthrough for online ads.


Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit


Nielsen: Anne-Taylor Adams, 646-654-5759, Julia Monti, 646-654-4412,

Adap.TV: Jeff Perlman, Brandware Public Relations, 818-598-1115,

Specific Media: Neda Azarfar, 949-861-2045,

Undertone: Lindsay Swanson, 212-685-8000, ext. 439,

Videology: Michele Skettino, 917-653-0073,

eXelate: Uriah Av-Ron, +972-50-7-427-087,


Adap.TVVijay Rao, Vice President, Client Strategy: “A central challenge in the infinitely fragmented TV and digital video landscape is managing audience exposure across platforms. Nielsen’s new offering finally arms marketers with a sophisticated way to reach their audiences across TV and Video in a complementary, truly unified manner.”

Specific Media Vic Catalfamo, Vice President: “This solution not only extends the reach of advertisers’ TV spots across the largest online video audience through Specific Media’s network, offering incremental and unduplicated access to those who don’t watch much TV, but do consume online video. But also, the benefits of the integration come full circle, allowing holistic GRP-based reporting that gives the best apples-to-apples TV-Online comparisons.”

Undertone Alan Schanzer, Chief Client Officer: “In today’s fragmented media landscape, marketers seek smarter ways to integrate ad targeting and delivery across channels. That’s why the technologies that integrate across channels more seamlessly are winning and will continue to thrive. This new product effectively bridges the gap between offline and online behavior and is perfectly aligned with Undertone’s commitment to delivering meaningful cross-screen branding experiences for our marketing partners as seamlessly as possible.”

Videology Scott Ferber, Chairman and CEO: “The ability to extend planning seamlessly across television and online video is an extremely important step in the evolution of the industry. Whether this data is used to increase the impact of an existing television campaign, or to extend reach by targeting light television users who might not otherwise be exposed to a campaign, the end result is the same— breaking down the silos between consumers’ viewing experiences. Data that allows advertisers to focus on the consumer, rather than on the device, will lead to a more holistic assessment of campaign results and ultimately, to a truer assessment of ROI.”