Programmatic advertising company Adslot has announced a partnership with Nielsen that will allow media buyers to profile inventory in Nielsen Online Ratings.
Via an integration just released, Australian media buyers will immediately be able to use Nielsen Online Ratings data to discover inventory within the Adslot Marketplace that aligns with their audience, brand and campaign objectives.
Through this they can then build a media schedule using that inventory, negotiate price, and purchase it directly from each publisher all within the Adslot platform.
“Australian buyers will for the first time be able to use Nielsen data to link the audience they need with the inventory that provides it, then trade that inventory in a single process”, said Adslot CEO, Ian Lowe.
With Nielsen online ratings being an accepted standard in Australia by integrating the two platforms will lead to better results for advertisers, he said.
“Associating an online target audience with the online display inventory that will capture it presents material challenges for agencies, particularly when planning and buying across multiple publishers and sites in combination”, said Nielsen managing director for media product in the region, Paul Fisher.
“Leveraging the currency of Nielsen Online Ratings data together with Adslot, we can provide the Australian media buying community with the solution they have been looking for; a single platform which automates the end-to-end planning & buying process."
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