Numeris has announced that for the first time, it will make its linear TV data available on omnichannel advertising platform, The Trade Desk.
In conjunction with Environics Analytics (EA), which will scale the data and deliver segments to The Trade Desk, Numeris says its for-profit subsidiary NLogic will help agencies and advertisers activate its audience data in new ways, resulting in stronger ad targeting across linear and streaming.
“Audience measurement companies like us are evolving, now more than ever we’re supporting data collaboration and working closely with key industry players to strengthen targeting for better planning and smarter buying,” said Sue Haas, Numeris’ Interim President & CEO, in a release. “Nobody has all the data to perfectly execute across the full media ecosystem in Canada. But many of us have high-quality data, and through select partnerships like this one, we can incrementally improve the targeting and activation cross-platform process. We are thrilled about this new offering where Numeris television data will be available in ways we have never seen before.”
Numeris says the integration will also see marketers gain improved reach to streaming audiences and frequency management between linear and streaming viewers.
“This partnership begins with television audience data to create targeting segments and over time, the plan is to incorporate commercial ad tracking so that advertisers can match up their first-party data to who saw what TV ad – when, where, and how often – in a completely anonymous and privacy-conscious way,” said Peter Farfares, VP, Business Development at NLogic. “As viewing experiences continue to be fragmented, we need to be able to integrate disparate data for holistic cross-platform targeting and be able to optimize media spend and results.”
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