Nielsen, Invidi Technologies in deal for measuring TV ads

MUMBAI: US media research firm Nielsen and Invidi Technologies have announced a multi-year agreement to share data and explore ways to measure personalized television ads targeted at specific viewers.

As part of the non-exclusive agreement, Nielsen will provide Invidi with demographic data that will enable Invidi to refine and improve its advanced software engine – called Advatar-- to track ‘addressable‘ advertising.

Addressable or ‘targetted‘ advertising allows digital television providers to simultaneously deliver different ads to specific groups or even individuals based on their demographics, buying habits or personal preferences.


Invidi Technologies develops software applications that track targetted advertising. The two companies will explore ways to use their respective core competencies and seek ongoing input from clients to develop new and enhanced metrics for measuring advanced advertising.

Invidi Technologies’ COO, CTO Bruce J. Anderson says, “This relationship presents an enormous opportunity for both companies and the advertising industry across a wide array of real time and time-shifted media.

“As Nielsen moves into measuring many new areas of usage, Invidi can provide an incomparable range of behavioral insights and targeting intelligence around addressable, targeted television advertising.”

Nielsen senior VP media product leadership Scott Brown says, “Nielsen is anxious to create metrics for measuring targeted advertising, and this agreement with Invidi is an important step forward.

“The new digital landscape is changing the way advertising is placed. Working with the industry, we expect to discover more effective ways to measure and confirm advertising success, which is increasingly critical to the needs of both ad buyers and sellers.”

This year Nielsen has introduced services that expand its ability to accurately measure consumer engagement with digital media, including standardised ratings of television commercials that enable clients to gauge the impact on commercial viewing of digital video recorders (DVRs) and other “time-shifting” technologies. The company also launched Nielsen DigitalPlus to work with set top box data from cable system operators and satellite providers to create new insights and services for clients by integrating set top box data with other Nielsen information.

Invidi’s software-based tools and systems – Advatar - is a scalable, enterprise-level headend or digital set-top box application that delivers addressable targeted advertising and marketing messages to individual viewer demographics with exact reach, frequency and separation.

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