Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
Back To The Scoreboard
Ad tech is revisiting panels. In some cases, that also means revisiting Nielsen.
Amazon Prime, which has exclusive airing rights to the NFL’s “Thursday Night Football,” signed a three-year deal with Nielsen on Tuesday to do audience measurement for the games starting in September.
It’ll be the first time the century-old panel titan will include ratings from a streaming service in its weekly television-viewing report, WSJ reports.
The partnership with Amazon is a pretty big win for Nielsen, considering the TV industry just spent the last year courting its competitors.
“This is a huge testament to the role of our ratings in the media ecosystem,” said Deirdre Thomas, who manages Nielsen’s US audience measurement product sales.
The panel scene has been heating up recently. Last week, the Video Advertising Bureau announced plans for a panel to directly compete with Nielsen.
But panel-mania goes beyond television. Panels can boost cross-media measurement and attribution using aggregated data to feed machine-learning models. Google, for example, just launched an online panel of its own to help validate the models it uses to estimate online conversions across its measurement products.
Freedom Ain’t Free (Or Is It?)
It’s a classic scam: Private companies charging unsuspecting customers high…
