Half of the ads on Videology to be placed by TV buyers: Exec

An extended relationship between the digital ad platform and Nielsen will allow for better cross-screen planning, buying and measurement, the company says.
March 4, 2014

In the latest move to provide advertisers with an “apples-to-apples” comparison between digital and traditional TV ad buys, online video advertising platform Videology announced today that it is directly integrating Nielsen TV data. The aim of the extended partnership is to provide cross-screen planning, buying and measurement across linear TV and online video.

This year, half of the video advertising placed through Videology will come from television buyers, and half will come through the more “traditional” digital channels, said Scott Ferber, chairman and CEO, Videology, in a statement.

As a result of this cemented relationship with linear-TV ad buyers, Videology will incorporate data from the Nielsen Cross-Platform Homes Panel and Nielsen TV/Online Fusion into its platform, and link it to viewing behaviors across all Nielsen-measured broadcast and cable networks and syndicated programming.

The move follows on the heels of similar deals between Google and comScore last month and BrightRoll and Nielsen in December.

The arrangement expands on the cross-platform capabilities Videology gained from its December 2013 partnership with Invidi, makers of software that helps advertisers target viewers using cable, satellite and IPTV set-top boxes with online video-like accuracy. Prior tools released by Videology enabled advertisers to find TV audiences online, whereas now the company offers the ability for advertisers to find digital audiences on TV. What this means is marketers can take advantage of audience behavioral data available online to reach similar consumers on television, where such granularity may not be available.

Headquartered in Baltimore, Md. with offices around the world, Videology is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners.

Photo by dailyinvention / CC BY 2.0

About The Author
Todd is StreamDaily's U.S. West Coast Correspondent. He has written for a wide range of publications, including The Hollywood Reporter, Variety, the Los Angeles Times, the New York Post, NylonGuys and, yes, even the Weekly World News. Earlier in his career, he served as senior editor for the pioneering alternative movie magazine Film Threat. You can reach him at toddrlongwell[at] or on twitter @toddlongwell1

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