The Nielsen Company and Google have partnered to measure online television viewing behavior and bring demographic data to the Google TV Ads advertising platform.
With this information, Google aims to give advertisers and agencies more detailed viewer information to help them create ads.
Google TV Ads is an online platform for buying, selling, measuring and delivering television ads. In effect since May, the platform reports set-top box data about consumers in real time, which can evaluate the reach of an ad and lets advertisers pay only for set-top box impressions. Advertisers can use this information to measure data and make almost real time changes to their TV advertising campaigns.
Data derived from Nielsen’s representative television ratings panels will give Google TV Ads advertisers the demographics of the audience.
This information is available through the existing Google AdWords report center and can be accessed 24 hours after an ad has aired.
In the future, Google and Nielsen plan to enter into other measurement partnerships in online media, though details have yet to be disclosed.
