The companies said as a first step, the relationship involves using Nielsen’s experience in television audience measurement to bring demographic data to the Google TV Ads advertising platform.
By combining the Nielsen data with aggregated set-top box data, Google says it can give advertisers better information to help them create more targeted ads.
The companies did not disclose the financial terms of the relationship.
Google TV Ads is an online platform for buying, selling, measuring and delivering television ads. It has been operational since May.
Google has been pushing a pay per click model. It says the key benefit of the Google TV Ads platform is the ability to report second-by-second set-top box data so advertisers can evaluate the reach of an ad and only pay for actual set-top box impressions.
Data derived from Nielsen’s representative television ratings panels will provide Google TV Ads advertisers with the demographic composition of the audience. The companies say this is the first time advertisers would have access to this level of detailed measurement from a single source in such a large scale.
“As we continue to expand our TV advertising program, it is important that we provide advertisers and agencies with data that will help them reach their target demographic with the right ad,” said Google chief executive officer Eric Schmidt.
“Working closely with Nielsen, the industry leader, improves our measurement capabilities by adding a demographic layer on top of existing set-top box data. We’re pleased that Nielsen is working with us in this endeavour,” Mr Schmidt said.
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