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Adap.tv Uses Nielsen Data in Unified Ad Buying Tool

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Online video advertising company Adap.tv has announced an ad buying system called Audience Unifier, which builds in Nielsen television viewing data to offer improved ad targeting to ad buyers.

The Audience Unifier gets information from Nielsen's cross-platform offering, called Nielsen Online Audience Segments: TV Viewing. With it, ad buyers can select from Nielsen's TV audience segments or create custom segments, then target those segments with online ad buys. The system is designed to let buyers unify their TV and online video ad campaigns.

Audience Unifier lets buyers forecast the price and availability of the audience segments they which to reach, and also estimate the reach, frequency, and GRPs (gross rating points) of their ad buys. The system allows them to apply frequency caps for audience segments or campaigns.

As Adap.tv puts it, Audience Unifier lets buyers use Nielsen data in every stage of their online video campaigns, including forecasting, targeting, buying, optimizing, and analyzing. The Audience Unifier is available in the Adap.tv Marketplace and the Adap.tv Platform.

"The combination of Nielsen's new cross-platform data and Adap.tv Audience Unifier is tremendously helpful in creating more effective, integrated digital video and TV ad campaigns," says Mike Racic, executive vice president and managing partner at UM. 

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