Nielsen's Latest CTV Tool Aims to Sharpen TV Ad Targeting

Streaming Signals is Nielsen's latest CTV planning tool, aimed at unbundling household viewers


Ad measurement firm Nielsen released its latest Connected TV tool, Streaming Signals, so advertisers can target CTV audiences with sharper precision.

CTV can seem a murky lens for certain advertisers—those used to the granular precision of digital ecosystems—to reach their intended audience within a household.

While most CTV ad targeting happens at the household level, Streaming Signals aims to drill down into who is watching. Using machine learning models to identify who is in the household, based on historical viewership data, Streaming Signals shares a signal to CTV operators of who within that household is watching in a CTV format.

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