With advertisers increasingly turning to data-driven linear TV, moving beyond traditional age/gender targets, we’ve also seen a proliferation of data sources. How do you know which data source to choose? How do you know which are reliable?
There are syndicated and first party data sets connected to set-top-box data, Smart TV data and panel data. Syndicated data sets often offer an easy first step into the world of advanced targets – these data sets are used widely in the industry and frequently employed in advanced audience transactions.
For this post, we’ll discuss the most common syndicated data sets, or data sets that are connected to the Nielsen National Panel – Nielsen/MRI-Simmons Fusion, NCSolutions (NCS), and Nielsen Buyer Insights (NBI). These provide a good first step away from the world of age/gender targets because of their connection to Nielsen ratings. For a refresher on why we use Nielsen ratings, check out this blog post by clypd’s Chief Research Officer Pete Doe.
It’s worth noting that none of these data sets were originally created for linear TV currency transactions – they were originally built for planning, ad sales research and/or effectiveness measurement. However, standardized audience calculation procedures created by the Advanced Targets Standards Group and adopted by Nielsen have rendered these data sets fit for use in the more rigorous area of advanced advertising transactions, where audiences need to be counted in a repeatable, transparent way to allow ad dollars to be spent with confidence.