Technology

CTV audience measurement: YuMe, Nielsen tie up for programmatic platform

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MUMBAI: YuMe, Inc., a proven partner for video advertising leadership and innovation, today announced that it is working with Nielsen to bring to market the first programmatic platform-based campaign-based audience composition measurement offering for Connected TV (CTV) campaigns. This unique offering allows YuMe to provide clients with campaign-level audience measurement data across its vast network of app publishers within the CTV marketplace, including TVs that are connected to the Internet via OTT devices, Blu-ray players, streaming boxes or sticks (like Roku and Apple TV), and gaming consoles, or have built-in internet capabilities (i.e., a Smart TV).

“At the Dentsu Aegis Network, our goal is to implement buys using consumer insights combined with the latest tools to meet our clients’ brand goals,” said Dentsu Aegis Network EVP managing director - video investments Michael Law. “We look forward to continuing our partnership with YuMe to obtain more insightful CTV audience data to further improve our video campaigns across mobile, linear TV, CTV and desktop.”

According to a recent eMarketer report, connected TV users are estimated to reach 202.1 million by 2020, and represent 60.4% of the US population, up from 56.1% in 2016.

“As the CTV market continues to grow and become a focal point in cross-screen strategies, marketers need a solution that allows them to compare audiences across all screens - and optimize their campaigns based on this crucial data,” said YuMe chief revenue officer Michael Hudes. “Our relationship with Nielsen allows us to not only deepen the level of audience reporting we provide on CTV campaigns, but also align these insights across a brand’s mobile, linear TV and desktop initiatives.”

Brands that run CTV campaigns with YuMe may be eligible for audience composition reporting that offers demographic breakouts based on Nielsen’s audience data.

“Audience measurement is paramount to effective media strategies, and we’re excited to be working with YuMe to bring connected television campaign level audience measurement into the programmatic space,” said Nielsen senior VP - digital platform client solutions Thomas Eaton.

“Rising CTV device ownership is one of the video ad industry’s biggest remaining measurement challenges,” said Eicoff VP/Director Amy Bickers. “We look forward to leveraging the insights to make smarter CTV and cross-screen campaign investment decisions.”

YuMe’s new custom audience composition campaign measurement offering is available now.

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