Nielsen Jan. 4 announced the launch of a new research solution, Streaming Signals, which helps connected-TV operators and advertisers better understand who is watching a show within a household, according to the company.
Streaming Signals unbundles household viewing, allowing “both media buyers and media sellers to optimize and measure CTV reach for more efficient advertising, maximizing ad revenue and delivery to streaming audiences,” according to Nielsen.
Using custom machine learning models to determine who is in the household based on historical viewership data, Streaming Signals delivers a signal within 50 milliseconds to CTV operators of who is currently streaming program content instantly, according to Nielsen.
The solution is made possible by using machine-learning algorithms, viewing from Nielsen’s panel data, and CTV provider viewership data, according to Nielsen. Once integrated, the CTV provider will notify the Nielsen system and will receive a signal containing information regarding who is most likely watching within the household.
“For example, if ‘Sons of Anarchy’ is being watched within a household, the 35-year-old male likely watching the show will be shown an auto ad instead of a yogurt ad, giving CTV operators the ability to sharpen ad delivery from their inventory,” read the Nielsen release.
“Nielsen Streaming Signals brings a layer of unmatched real-time, person-level demographic precision to audience optimization,” Ameneh Atai, GM of digital and advanced TV at Nielsen, said in a statement. “We know that the media industry is going through accelerated change, switching to a streaming-first approach, and with an audience watching programming whenever, wherever and on a number of devices. Nielsen is the only one that is unbundling the household because we are the only ones that sit at the intersection of the streaming behavior and audience data.”
Traditionally, clients have looked at on-target percentage when evaluating advertising on CTV. Streaming Signals lets clients to “positively impact” that percentage by knowing before the ad is served who is behind the CTV screen, according to Nielsen.