Digital advertising technology company Amobee struck an agreement with Nielsen to provide Amobee with access to television viewing and online media consumption data to create and activate strategic audiences across linear and connected TV, digital video, and other programmatic media. “With consumers moving seamlessly between screens and devices, the technology needs to follow them, from linear TV to digital to social media,” Aleck Schleider, SVP, Client and Data Strategy, Amobee, tells Cynopsis. “Through Amobee’s integration of Nielsen data, advertisers now have the ability to leverage rich data to create and activate strategic audiences across connected TV, digital video and other programmatic media. This allows them to solve for the challenges of fragmentation by marrying the precision associated with digital with the power and scale of linear TV. Data-enabled television buying is the future for advertisers and the improvement in performance that is possible when compared to the typical age and gender-based buys is phenomenal.”

The integration is bigger than Amobee, according to Jessica Hogue, Senior Vice President of Digital Solutions at Nielsen.  “Marketers now have the ability to leverage rich data for advertising across TV and digital, allowing them to marry the precision associated with digital video with the power and scale of TV,” said Hogue. “This opens up opportunities beyond age and gender-based buys as well as greater monetization for the industry at large.”