FreeWheel Markets, a Comcast company, has decided to expand its relationship with Nielsen and will use the latter’s omni-channel marketing technology, Nielsen Data Management Platform (DMP), to analyse, build and target advanced audiences across connected TV, over-the-top (OTT) and digital video.
Under the agreement, the Nielsen DMP will provide FreeWheel Markets with Nielsen media and purchase data segments, deep audience insights and segmentation that enhance targeting accuracy by automatically adapting to changes in consumer media and buying behaviour.
The Nielsen DMP and FreeWheel Market’s server-to-server integration will also enable delivery of campaign optimisations across connected TV, OTT and digital video channels, thereby improving campaign responsiveness and performance.
FreeWheel will also offer these Nielsen advanced audience building and media activation capabilities through Drive, a suite of advanced advertising solutions from FreeWheel, designed to help marketers harness the benefits of data and measurement to reach consumers across emerging forms of TV.
Neil Smith, general manager of FreeWheel Markets, said: “This integration with the Nielsen DMP strengthens our Drive solutions suite, and represents an important step towards our end-goal of data unification across linear and digital TV.
“This will help our clients more effectively plan, buy and measure audiences across all new forms of TV, with the scale, sophistication, and ease of use needed to drive results for advertisers as TV viewing continues to migrate across screens.”