2015年12月2日，悉尼：根据Pathmatics和尼尔森的最新数据，澳大利亚广告商通过程序化服务购买了45%的数字广告库存。
Pathmatics and Nielsen launched a new alliance last week, delivering device-level insights into Australia’s digital ad market.
两家公司提供的最新数据显示，2015 年第 3 季度，台式机、手机和平板电脑上的数字广告在程序化活动中所占份额均高于美国的同等设备。
澳大利亚台式机上几乎一半（46%）的广告都是通过程序化服务购买的，而在美国这一比例仅为 35%。澳大利亚广告商利用移动设备投资广告活动，也非常依赖于使用自动交易。目前，超过三分之二（40%）的移动广告和接近一半（48%）的平板电脑广告都是通过程序化方式交易的--明显高于美国市场--见下表。
相反，视频广告仍然是出版商直接交易的最大支持者。澳大利亚一半以上（51%）的视频库存是直接交易的。虽然比例很高，但与美国 74% 的直接交易量相比，还是低了很多。
Pathmatics 的独特方法可捕捉单个广告中的数据，从而显示广告是直接通过出版商还是通过程序化服务购买的。尼尔森向 Pathmatics 提供 IAB 认可的页面浏览数据，帮助 Pathmatics 确定网站上单个广告的估计广告印象。
来源：尼尔森/Pathmatics AdRoutes尼尔森/Pathmatics AdRoutes，2015 年 7 月 1 日至 2015 年 9 月 30 日
ABOUT NIELSENNielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.
ABOUT PATHMATICSPathmatics provides breakthrough transparency in digital advertising. The company’s patent-pending technology analyzes digital advertising activity and delivers real-time, actionable intelligence to many of the world’s largest advertisers, agencies, publishers and ad tech providers. Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI and other leading venture funds. For more information, please visit www.pathmatics.com.
有关尼尔森与 Pathmatics 合作关系的更多信息或新闻稿中的详细信息，请联系我们：
Jackie Helliker, +61 403 074 864, Jackie.Helliker@nielsen.com
