Nielsen Uses TV and Web Data in New Targeting Effort
Could new program help online advertisers target TV viewers and cord cutters?
Nielsen’s been fairly busy attempting to connect the dots between TV and online advertising. Today, the research firm is announcing Nielsen Online Audience Segments—TV Viewing, a program that’s designed to let a brand target online consumers based on their television and Web-viewing habits.
Interestingly, Jonathan Carson, Nielsen’s general manager of digital, said the program could attract “advertisers that are looking to reach consumers who don’t watch a lot of TV.”
Indeed, if brands—a Trader Joe’s or a Zappos, perhaps—want to target cord cutters with online ads, Carson said his system could suss out that audience segment.
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