尼尔森推出流媒体信号，提高联网电视广告的效率

现在，媒体买家和卖家都可以通过首创的解决方案优化 CTV 的覆盖范围，该解决方案使用来自参与 CTV 运营商的流媒体数据和尼尔森机器学习，通过拆分家庭消除广告浪费。

New York, Jan. 4, 2022 – In the next step toward better understanding who is watching what programming and better presenting advertising at the person-level, Nielsen (NYSE: NLSN) announced the launch of Streaming Signals, a new solution for connected TV (CTV) operators and advertisers to better understand who is watching a show within the household. A first-of-its-kind solution that unbundles household viewing, Streaming Signals enables both media buyers and media sellers to optimize and measure CTV reach for more efficient advertising, maximizing ad revenue and delivery to streaming audiences. 

Currently, most advertising on CTV happens at the household level. However, households are often made up of diverse audiences with different interests. Streaming Signals is well suited for 尼尔森数字广告评级 (DAR) clients since these two solutions together enable clients to both optimize and measure CTV reach for more efficient advertising. Using custom machine learning models to determine who is in the household based on historical viewership data, Streaming Signals delivers a signal within 50 milliseconds to CTV operators of who is currently streaming program content instantly. This results in advertisers and agencies making better, faster choices to reach their target audiences, eliminating delivery of irrelevant advertising to viewers. In turn, media owners can attract more media dollars with ad inventory that is more accurately packaged, by delivering real-time advertising to the right audience.

该解决方案通过使用机器学习算法、尼尔森的黄金标准面板数据和 CTV 提供商的收视率数据，即时分配个人层面的人口统计数据。整合后，CTV 提供商将通知尼尔森系统，并将收到一个信号，其中包含有关家庭中谁最有可能收看的信息。然后，CTV 提供商就可以播放更理想的广告，而不是之前保留的广告。例如，如果某个家庭正在收看《混乱之子》（Sons of Anarchy），那么可能正在收看该剧的 35 岁男性将看到的是汽车广告，而不是酸奶广告，从而使 CTV 运营商能够利用其库存加强广告投放。

"尼尔森数字和高级电视总经理Ameneh Atai表示："尼尔森流媒体信号为受众优化带来了一层无与伦比的实时、个人层面的人口统计精度。"我们知道，媒体行业正在经历加速变革，转向流媒体优先的方式，受众随时随地通过多种设备观看节目。尼尔森是唯一一家对家庭进行拆分的公司，因为我们是唯一一家处于流媒体行为和观众数据交汇点的公司"。

传统上，客户在评估 CTV 上的广告时，主要看广告命中率。Streaming Signals 让客户在广告播出前就知道谁在 CTV 屏幕后面，从而对这一比例产生积极影响。 

通过尼尔森的数字广告收视率（DAR），客户可以了解在 CTV 广告活动中按年龄和性别划分的受众群体。反过来，广告商将依靠行为定位（跟踪家庭层面的数字行为）或情境定位（根据内容类型显示广告）来尝试向正确的人投放正确的广告。Streaming Signals 将这些解决方案的优点结合在一起，提供更高的广告准确性和相关性。

了解更多 Nielsen Streaming Signals.