Nielsen Is Bringing Real-Time Interactive Ads to Smart TVs to Keep Streaming Audiences Engaged

Automatic content recognition allows marketers to personalize ads

TV viewing can happen anytime, anywhere, and perhaps no research firm is more cognizant of that fact than Nielsen.

For nearly a century, the ratings and measurement giant has provided media buyers with the most up-to-date audience viewing data. But as smart and connected TVs replace traditional set-top boxes, Nielsen has had to adapt in order to accurately measure an audience’s myriad touch points with a show.

And yet Nielsen’s mission remains unchanged. “Nielsen’s job has always been to measure an entire market,” said Kelly Abcarian, svp of Nielsen’s Watch Product Architecture.



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This story first appeared in the Sept. 18, 2017, issue of Adweek magazine. Click here to subscribe.