RTM Daily: “AudienceXpress Brings Product Purchasing, Online Behavior Data To TV Audience Targeting”
RTM Daily at MediaPost covered AudienceXpress’ deals with data providers Nielsen, Nielsen Catalina, and Neustar.
The deal with Nielsen provides access to two consumer purchasing data sets — Nielsen Buyer Insights and Nielsen Catalina Solutions — allowing buyers and sellers using AudienceXpress to segment TV inventory based on how well they index on actual product purchasing behavior. The deal with Neustar enables them to tap into the same kind of online user data used by DSPs, agencies and trading desks to buy audiences over online programmatic exchanges.
AudienceXpress, which is a subsidiary of addressable TV advertising developer VisibleWorld, claims the deal represents a “first of its kind” for TV audience targeting — matching conventional TV audience data to online behavioral data.