Google’s BARD vs ChatGPT: Which AI Will Rule the Search Realm?
Google is quickly launching a conversational AI named Bard, due to the impact that OpenAI’s ChatGPT has had on the way, people search for information. The growing threat posed to the tech giant has prompted the development of a Language Model for Dialogue Applications (LaMDA) powered, lightweight version of the conversational AI model. With the vast amount of information available to Google, they have the potential to provide formidable competition in the field.
What is Bard
Bard is an experimental conversation AI service that is powered by LaMDA (Language Model for Dialogue Applications). It draws on information from the Web to provide fresh, high-quality responses to queries.
Exploring Google’s Upcoming AI Features in Search
Have you been eagerly anticipating the integration of ChatGPT-style AI in Google Search? Well, Google has provided a glimpse of what’s to come with an example of how its AI technology will respond to long search queries. Google CEO Sundar Pichai wrote in the blog:
“Soon, you’ll see AI-powered features in Search that distill complex information and multiple perspectives into easy-to-digest formats, so you can quickly understand the big picture and learn more from the web: whether that’s seeking out additional perspectives, like blogs from people who play both piano and guitar, or going deeper on a related topic, like steps to get started as a beginner.”
Image Credit: Google
In case you’re wondering, Bard is separate from Google search. This screenshot highlights the AI-powered features that will soon be available on Google Search.
How does Bard respond
Below Google image showcases the potential response of its AI service, Bard, to a query in a ChatGPT-style manner.
How does Bard work?
Bard is powered by LaMDA, a large language model that was developed and released by Google in 2021. Sundar Pichai said the company will initially release Bard on a ‘lightweight’ version of LaMDA that would require significantly less computing power, enabling it to scale to more users and seek more feedback.
Bard seeks to combine the breadth of the world’s knowledge with the power, intelligence, and creativity of the large language models. It draws on information from the web to provide fresh, high-quality responses.
Difference between Bard AI and ChatGPT
Who are the trusted testers
Google has stated that they are not the creators of the Search Quality Raters, but instead work with a third-party supplier to hire a diverse group of individuals from different demographics and locations to evaluate their products. The purpose of this testing is to gather insights and improve the user experience for real users.
Why we care
Analysts suggest, the popular artificial intelligence chatbot, ChatGPT reached 100 million users just two months after launching surpassing TikTok. TikTok reached after nine months of its global launch. Google’s Bard and ChatGPT approach to human-like Q&A response is intriguing. It’s early days, but there may be an evolution in user experience and interface. An interesting aspect to watch is Google’s handling of attribution and citation, particularly in search. For years, Google has utilized AI to generate knowledge panels, which sometimes lack attribution.
In the wake of ChatGPT’s massive adoption, will Google BARD also smash all records and our imaginations?
Interesting Read: Tête-à-Tête With ChatGPT- The Power Of AI
Taboola’s AI Ad-Creation Tool in Beta Testing: Revolutionizing Ad Tech
Taboola announced it is testing integrating generative AI into its ad platform, including ChatGPT by OpenAI. The new technology enables advertisers to enhance their advertising campaigns using AI-derived ads, titles, and content, and take them to the next level. Using natural language processing (NLP) and machine learning (ML), they can quickly generate various ad options and select the most suitable content based on their queries, ultimately improving the efficiency and success of their campaigns.
Taboola is using AI to generate high-performing ads by leveraging data from the billions of engagements its ads receive annually. This will result in maximum impact and reach for advertisers. The company is also exploring other uses of AI to improve its overall business efficiency.
“We are thrilled to be experimenting with ways we can integrate cutting-edge generative AI technology into our platform, including the highly advanced ChatGPT,” states Adam Singolda, founder and CEO of Taboola.
He adds, “We believe AI technologies will revolutionize the way advertisers create and optimize their ads to drive performance, providing them with additional tools they need to succeed in the fast-paced world of online advertising.”
Taboola’s AI-powered ad creation tool is in limited Beta testing, with plans to make it available to advertisers later this year.
Interesting Read: Tête-à-Tête With ChatGPT- The Power Of AI
Tête-à-Tête With ChatGPT- The Power Of AI
A new era in marketing has begun, where artificial intelligence and human expertise come together in unprecedented ways.
Meet ChatGPT, the revolutionary and generative A.I. changing the game. Open AI released the tool to the public and has already passed the million-user mark.
The technology that can effortlessly converse on any topic, from science to literature and designing to coding like a master bard spinning tales by the fire. It is a true digital oracle, able to answer any question and solve any problem with its vast array of information. Are we on the verge of a next encyclopedic genie, and is it likely to be a rival to Google in the digital age?
But what does ChatGPT know about advertising and marketing? Joining us is the star-of-the-moment ‘Chat GPT’ to explain all about and it had plenty to say-
- Me: What is Chat GPT?
ChatGPT: ChatGPT is a large language model that was trained by OpenAI. It is a variant of the GPT (Generative Pre-training Transformer) model, which was trained on a dataset of conversational text. The model is designed to generate human-like text, and can be used for a variety of natural language processing tasks such as language translation, text summarization, and question answering.
- Me: How can advertisers use ChatGPT?
ChatGPT: Advertisers can use ChatGPT for a variety of tasks, including:
Content creation: Advertisers can use ChatGPT to generate compelling and engaging content for social media posts, blog articles, and other types of marketing materials.
Ad copywriting: ChatGPT can be used to generate creative and persuasive ad copy for various types of ads, such as search ads, display ads, and video ads.
Chatbot development: Advertisers can use ChatGPT to develop conversational chatbots that can interact with customers and provide them with personalized product recommendations, answer their questions, and guide them through the purchasing process.
Language translation: ChatGPT can be used to automatically translate marketing materials into different languages, making it easier for advertisers to reach global audiences.
Sentiment analysis: ChatGPT can be used to analyze customer feedback, reviews, and other types of text data to understand how customers feel about a brand or product, which can be useful for improving marketing strategies.
Content optimization: Advertisers can use ChatGPT to optimize their content for search engines by identifying high-performing keywords and phrases, and incorporating them into their content in a natural way.
Personalization: ChatGPT can be used to personalize emails, messages and other forms of communication to make them more engaging and effective, by analyzing the data of the target audience.
Overall, ChatGPT can be a valuable tool for advertisers, helping them to create high-quality content, engage with customers, and optimize their marketing efforts.
- Me: Assume you are an advertiser. Create a campaign to promote a kid’s product aged 5-12 years. Choose a target audience, keywords, and slogan for the product, select media platforms to promote the product, and additional activities needed to reach the product to the audience.
ChatGPT: As an advertiser, I would create a campaign to promote a kids product aged 5-12 years. The product is a new line of educational toys that are designed to make learning fun and interactive.
Target audience: Parents of children aged 5-12 years
Keywords: Educational toys, learning, fun, interactive
Slogan: “Learning made fun with our interactive educational toys”
Media platforms:
Social media (Facebook, Instagram, TikTok)
Youtube
Family-friendly websites and blogs
Activities:
Influencer marketing: Partner with popular parenting bloggers and social media influencers to showcase the product and its benefits through unboxing videos, product reviews, and demonstrations.
Online contests: Run online contests on social media platforms to increase engagement and create buzz around the product.
In-store promotions: Partner with popular toy stores and organize in-store promotions and demonstrations to allow parents and children to try the product before making a purchase.
Educational workshops: Organize educational workshops for children aged 5-12 years in schools and community centers, to demonstrate the product and its benefits in a fun and interactive way.
Overall, the campaign strategy is to create a fun, interactive, and educational experience that resonates with the target audience and showcases the product’s unique features and benefits.
Excerpt from ChatGPT conversation
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
- Me: Does AI play a role in advertising?
Chat GPT: Yes, AI plays a role in advertising. AI can be used in various aspects of the advertising process, such as:
Targeting: AI can be used to analyze consumer data and target specific demographics or individuals with personalized advertising.
Optimization: AI algorithms can be used to optimize ad performance by analyzing data on consumer behavior and making adjustments to ad placement and targeting.
Creative: AI can be used to generate ad copy, images, and videos and to optimize the creative elements of ads.
Media buying: AI can be used to automate the buying and placement of ads, reducing the need for human involvement in the process.
Measurement and attribution: AI can be used to analyze the performance of ads and track consumer behavior, providing insights into the effectiveness of advertising campaigns.
Chatbots and virtual assistants: AI-powered chatbots and virtual assistants can be used to interact with consumers and provide personalized recommendations, product information, and customer service through messaging platforms and voice assistants.
Overall, AI can be a powerful tool in the advertising industry, helping companies to reach the right audience, optimize ad performance, and make data-driven decisions.
- Me: Create a creative and funny commercial to release the limited edition shoe collection in the style of David Ogilvy, the father of advertising.
ChatGPT: “Ladies and Gentlemen, are you tired of blending in with the crowd? Want to make a statement and stand out from the rest? Look no further, because our limited edition shoe collection is here to give you the ultimate style boost.
These shoes aren’t just any ordinary kicks – they’re a fashion revolution. With a sleek design and bold colors, they’ll turn heads and make you the envy of your friends. Plus, they’re made with the highest quality materials, ensuring they’ll last you for years to come.
But here’s the catch – we only made a limited number of these bad boys. So, if you want to be one of the lucky few to own a pair, you better act fast. Because when they’re gone, they’re gone.
Don’t be a follower, be a leader. Get your hands on our limited edition shoe collection today and make a fashion statement that will be remembered for years to come. Plus, as an added bonus, each shoe comes with a complimentary “kickin’ it in style” bumper sticker.
“Step up your shoe game, before they sell out”
Excerpt from our conversation with ChatGPT
- Me: Can ChatGPT replace professionals in the digital advertising world?
Chat GPT: ChatGPT can assist in certain aspects of digital advertising, such as generating ad copy and researching keywords, but it cannot replace the expertise and creativity of professionals in the digital advertising industry.
A professional digital advertiser has the ability to understand the target audience, create campaigns that are tailored to their needs, and adapt to changes in market trends. They also have the ability to understand the nuances of the industry and create effective campaigns that drive results.
Additionally, ChatGPT is not able to understand the complex algorithms of platforms like Google and Facebook, which are essential to the success of digital advertising campaigns.
In summary, ChatGPT can be a useful tool for digital advertisers, but it cannot replace the human element and professional expertise that is necessary for successful digital advertising campaigns.
- Me: Can the success of ChatGPT lead to it replacing Google?
ChatGPT: No, the success of ChatGPT does not mean it can replace Google. ChatGPT is an advanced language model AI technology that can assist in tasks such as generating content and providing insights. However, it is not designed to be a search engine and cannot match the capabilities and resources of Google. Google has been developed over many years and has a vast amount of data and powerful algorithms to understand users’ queries and provide the most accurate results. While ChatGPT can provide valuable information, it cannot replace Google as a search engine.
Wrapping Up
It is amazing how quickly and easily a chatbot like ChatGPT can provide an overview of audience needs and marketing suggestions with a single prompt. However, it is important to note that these results should be validated against your own audience insights. The information should be refined and expanded upon through a workshop process before final decisions are made on marketing strategies. ChatGPT can be a valuable tool as a starting point for research and brainstorming, but it should not be relied upon solely for making final marketing decisions.
Microsoft is planning to challenge Google by integrating conversational AI with Bing Search. It is considering investing $10 billion in Open AI says a lot about the future of AI. It will be making OpenAI’s ChatGPT available with its Azure OpenAI suite of services.
It’s crucial to keep in mind that while ChatGPT can be a valuable asset, it cannot substitute human expertise and judgment. It should be utilized in conjunction with human skills and creativity to make the best decisions.
Despite the potential challenges in using ChatGPT which we will discuss in the next part of the blog, it’s a powerful tool that can bring significant benefits to the marketing field. To make the most of it, it is crucial to ask the right questions. We can harness the full potential of the technology and stay ahead of the competition Through ongoing learning and experimentation.
You can try it for yourself at https://chat.openai.com.
Altruist Technologies Acquires Precise Communications
Altruist Technologies, a leading global Technologies & Services group of companies has acquired Precise Communications (Precise Communication FZ LLC and Precise Communication Design LLC).
The company email communication stated that Precise Communication is now a part of the Altruist group of companies. It is expanding its presence in the GCC region by adding new clients and service offerings, with an emphasis on an integrated marketing communications approach. Being part of the Altruist group, Precise Communications will be able to continue its operations while having access to more resources, expertise, and additional services to offer, which will aid in the expansion of its client’s businesses and help strengthen its offerings.
Ingersol Jayakumar has taken over as the new CEO of Precise Communications, succeeding the company’s founders, Ashik Hasim and Gopal Aswani. The founders are excited to have Jayakumar at the helm and are eager to utilize his expertise and industry experience to continue driving the growth of the company.
Jayakumar brings over 24 years of experience in the telecom, technology, and media industries, having worked in both India and the UAE. He has been the CEO of the Altruist Group Middle East businesses since 2016.
About Altruist Technologies
Altruist Group of companies is a large organization with over 17000 employees and 20 global brands. They provide services to more than 100 Telecom Operators and 100+ large, medium, and small enterprises in over 50 countries. In the UAE alone, the Altruist group has over 400 employees and has been operating since 2011 in Dubai and Sharjah, serving clients such as Etisalat, Noon, Ministry of Health, Carrefour, and others.
Interesting Read: Lemma and Phi Advertising Collaborate to Bring Programmatic Advertising to UAE Market
Lemma and Phi Advertising Collaborate to Bring Programmatic Advertising to UAE Market
Lemma, an independent Supply Side (SSP) Platform for DOOH & Phi advertising has partnered to make Phi’s digital billboards available for programmatic purchase on Lemma’s SSP platform. The new partnership will allow global advertisers to use Phi’s premium digital billboards through Lemma’s platform.
Phi and Lemma are teaming up to expand the reach of global advertisers by making Phi’s high-traffic roadside digital billboards available for programmatic purchase through Lemma’s platform. This will allow advertisers to access Phi’s inventory in premium locations in UAE and Lemma’s platform will connect with leading global DSPs for this purpose.
Lemma will assist Phi in increasing their digital billboards’ usage and revenue potential by providing programmatic features such as real-time ad synchronization with data like weather, traffic, footfall, etc. This will help Phi to achieve higher fill rates and better returns on their digital out-of-home inventory.
Phi is integrating 50% of its digital billboards into Lemma’s platform, with the goal of making its entire network available for programmatic purchasing. The billboards are strategically placed and designed to easily catch attention, allowing brands to connect with relevant audiences using insights, creativity, and innovation.
And that’s what they said
“For years, brands struggled to measure the effectiveness of out-of-home ads. But with Lemma programmatic DOOH solutions, we are confident to promise our clients a high precision targeting and clear-cut ROI for a broadcasted reach,”
said Bashar Dababneh, Head of Marcomms at Phi Advertising
Sabarish Pillai, Global Programmatic VP, Lemma said that they are excited to work with PHI advertising and that they look forward to collaborating with their team to bring about a new wave of change in the DOOH space.
“The demand for programmatic DOOH is on the rise, and to keep pace with this demand, we at Lemma are onboarding leading providers like Phi advertising to bring more prime and quality inventory to the mix.”
Continuum Media is Lemma’s local partner, driving demand for Programmatic DOOH in the MENA region.
“This is just another successful beginning to our expansion in the Middle East. We are pleased to have phi screens onboarded with us. It’s only a matter of time before this brings about a significant shift in outdoor advertising,”
said Mohammad Nayeem, sales director of EMEA, Continuum media.
Interesting Read: All You Need To Know About The Rise Of DOOH Advertising
Netizency Secures McDonald’s UAE Social Media Business
Dubai-based digital marketing agency, Netizency, is excited to announce that it has emerged victorious in a competitive pitch process and has been awarded the social media account for McDonald’s UAE. Effective January 1st, 2023, the agency will be responsible for managing the brand’s social media strategy, content creation, community management, analytics, and social listening. Netizency’s success in the pitch process is a testament to the agency’s social media expertise and creativity.
As reported by Campaign Middle East, Walid Fakih, CEO McDonald’s UAE said,
“Social media is a crucial component of our marketing strategy as it helps us engage with our customers. Choosing the right agency was a challenge, but the Netizency team stood out during the pitch process for their expertise and innovative approach, and we have full confidence in their ability to deliver outstanding results.”
Michael Maksoudian, managing partner at Netizency is delighted with this incredible win and is looking forward to working together to drive business growth and engagement with their customers.
“To say that this is big news for Netizency would be an understatement! This end-of-year win has upsized our portfolio and sealed yet another incredible year for the whole team. It has also started off 2023, which marks Netizency’s 10-year anniversary, with a bang! We’re thrilled to be going on this crazy ride with the McDonald’s UAE team- and I can think of no better way to celebrate Netizency’s decade-young milestone than with the trust and partnership of the McDonald’s UAE team.”
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
Brightcove Partners With Magnite To Boost Ad Monetization
Brightcove enters into a strategic partnership with Magnite, the world’s largest independent supply-side advertising platform. Magnite will power advertising for Brightcove customers’ growing fill, and delivery to increase customer revenue. Brightcove has supported standard integrations of SSP and ad servers. Brightcove, the company that offers streaming technology solutions, is going to integrate the SpringServe ad server as well. This integration will enable publishers to have more authority, understanding, and clarity on the available ad inventory to better monetize their content.
The streaming company reviewed a large amount of data from ad-supported play requests on its top Server Side Ad Insertion service. As a result, it identified a significant opportunity to support its customers in maximizing revenue from unsold advertising inventory.
By incorporating Magnite’s SSP functionality into its offering, Brightcove will be able to provide its customers with new revenue-generating opportunities. The integration with SpringServe ad server will give these customers increased visibility into available ad inventory and a powerful means to optimize the monetization of their video content.
And what they said
Marc DeBevoise, CEO of Brightcove said,
“The needs of our large, global customer base are constantly evolving, and we are committed to evolving our solutions for them, including supporting our customers’ efforts to monetize their video content. This integration with Magnite and SpringServe is a key step to enabling us to provide our customers with best-in-class solutions to meet their needs, allowing them to increase their ad fill rate and generate better CPMs.”
Sean Buckley, CRO of Magnite said that they are excited to collaborate with the Brightcove team to provide seamless monetization opportunities to its high-quality video streaming customers.
“With our new integration, Brightcove customers will gain access to video-centric advertising tools and real-time reporting across their traditional direct and programmatic sales channels. We’re also working with Brightcove on unique ways to enrich the value of customers’ video inventory by packaging information such as content metadata in a way that’s easy for ad buyers to leverage.”
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
The Trade Desk Makes It Easier To Activate First-Party Data, Releases ‘Galileo’ At CES
The Trade Desk announces new all-in-one CRM data solution Galileo at Consumer Electronics Show (CES). It aims to make it easier for marketers to act on first-party data. Galileo helps advertisers match their customer data with the content owners’ audiences in order to target more effectively. The ad tech giant has built integrations across the most sought-after platforms from CDP to cleanrooms to help advertisers match audiences using Unified ID 2.0 and objectively measure performance.
Why Galileo and how does it work?
The internet is changing and the identifiers that will stand that change is deterministic, email, and phone numbers based. Advertisers need a seamless and secure way to activate their CRM data. They also need to accurately match and measure it across publishers, channels, and devices. As part of Galileo, The Trade Desk now has direct integrations with CRM, CDP, and clean room providers, including Adobe, Amazon Web Services, Habu, InfoSum, LiveRamp, Salesforce, and Snowflake.
Galileo can enable advertisers to onboard and activate their first-party data quickly and easily. It incorporates:
- Seamless and direct onboarding of first-party data from anywhere – CRM data, customer data platform (CDP), or cleanrooms. Then match the audiences instantly using Unified Id 2.0.
- Aids to extend reach across the internet, unlike the silo identity solution. The new data solution lets brands match audiences across all publishers, platforms, devices, and channels — including connected TV — which provides a true omnichannel identity environment.
- Objective reporting and measurement of identity matching and advertising performance.
First-Party data is the go-to strategy for the buyers
Using Galileo, which The Trade Desk won’t charge extra for, is the DSP’s main business driver. According to an IAB survey, 53% on the buy-side are planning to pay more attention to placing their ads with publishers with first-party in 2023. The focus is more on first-party data when compared to cleanrooms or retail media networks.
The Trade Desk wants to be the easiest way for buyers newly introduced to first-party data to learn the ropes. Samantha Jacobson, Chief Strategy Officer, The Trade Desk said that we are at the tipping point of the internet. She further added,
“The infrastructure of the internet is embracing new identity solutions built for today’s digital media consumption across different devices and apps, such as Unified ID 2.0. In doing so, they are creating the richest identity ecosystem we’ve ever experienced, and one that aims to put consumer privacy at the forefront. With Galileo, we will help the world’s major advertisers take advantage of this by unleashing the value of their most valuable customer data.”
Galileo works in concert with new cross-channel identity solutions, including Unified ID 2.0 (UID2), which the majority of The Trade Desk’s data and publishing partners have embraced- Paramount is the most recent. It is the latest solution for TTD’s efforts for a post-cookie internet.
Interesting Read: Amazon Web Services Partners With Trade Desk’s UID2 To Integrate First Party Data
Edge over competitors
Trade Desk’s Galileo pitch to marketers goes beyond its now-centralized technology and explains what differentiates it from the competition. Jacobson said in the press release,
“With most walled gardens’ onboarding proposals, advertisers do not get a transparent view of how their data is performing, and therefore how their campaigns are performing. Galileo and Unified ID 2.0 remove this obstacle and allow advertisers to optimize their data across all digital advertising channels with granular reporting on data performance.” ”
Last year, Google released a similar solution called Publisher Advertiser Identity Reconciliation (PAIR). The Trade Desk is touting its own offering to undercut Google’s dominance. With Galileo, advertisers can use the data independently to understand how their campaigns perform.
Google confines the space of data sharing between a particular advertiser and a particular publisher, and not sharing anything out. However, the Trade Desk provides access to opted-in user data across publishers, how and where it is used, and its performance.
As reported by Adweek, Jacobson said, “With the way, Google’s approached it, advertisers can’t control when they’re marketing to me, Samantha, across different sites. They can’t understand the reach. They can’t control frequency capping.”
Furthermore, while acknowledging The Trade Desk supports PAIR’s prioritization of email-based identifiers, she said, “Google made it a black box and removed the understanding from the advertisers.”
The future is going to be first-party data and is a valuable asset where third-party data has a diminishing value. The Trade Desk and Google are both racing to develop tools to support the advertising industry’s needs.
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
Paramount Advertising Plans To Scale Identity With Unified ID 2.0 On CTV
Paramount Advertising is enabling Unified ID 2.0 (UID2) to transact advertising deals across its owned and operated streaming channels housed within EyeQ, the company’s video advertising platform. It will allow advertisers to target viewers by matching their first-party data with audience data across Paramount inventory, with the ability to scale the solution across Paramount’s EyeQ inventory.
UID2 is an industry approach to identifying viewers pioneered by The Trade Desk. It is a cookie-less identifier that encourages the use of hashed and salted data to maximize inventory value while preserving consumer privacy. Leo O’Connor, SVP and Head of Programmatic Advertising, Paramount said,
“With EyeQ, we set out to offer advertisers a premium CTV ad solution with massive scale, bolstered by audience optimization capabilities and simple, speedy campaign execution. We are excited to leverage Unified ID 2.0 in collaboration with The Trade Desk and provide innovative, privacy-conscious audience targeting solutions for our shared advertiser clients.”
Paramount EyeQ serves as a single point of entry for advertisers across Paramount’s streaming library, including Paramount+, Pluto TV, BET, CBS News, CBS Sports Network, Comedy Central, MTV, Paramount Network, Smithsonian Channel, VH1, and more.
Interesting Read: All You Need To Know About Connected TV Advertising!
Paramount-A private operator
Paramount will be supporting UID2 as a private operator. As a private operator, Paramount’s data will be hashed and salted into a UID2 token within Paramount’s tech stack before entering the programmatic ecosystem. This means that the original email address will be replaced by a random sequence of characters (numbers/letters) that cannot be traced back to it. In order to create a UID2 identifier, publishers must receive a user’s consent via email address.
With the announcement, Paramount joins several other major UID2 supporters, including Disney, Procter & Gamble, and several others who joined up to include Trade Desk’s effort. Tim Sims, chief revenue officer at The Trade Desk, said,
“Paramount’s inclusion of Unified ID 2.0 in select inventory represents a major moment in the seismic shift currently happening in TV media buying.”
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
Nielsen Announces Nielsen One Ads For Cross-Screen Measurement
Nielsen announced that Nielsen ONE Ads, phase one of its cross-screen measurement platform, Nielsen One. It will initially be available in the U.S. starting January 11.
Amidst a growing market of new alternative TV and media “currencies,” Nielsen is finally hitting the ad campaign trail. The measurement and data giant says Nielsen ONE Ads is the latest innovation in measurement, providing a consistent, comparable, and deduplicated view of ads across screens -linear TV, connected TV, desktop, or mobile.
Nielsen ONE Ads Measurement Offering
It’s critical for media buyers and sellers to understand their audiences and how to reach them. Nielsen ONE Ads will allow publishers to show the strength of their platforms and buyers of media to find the most efficient and effective places to advertise to reach the right audiences.
In addition to its standard metrics across platforms, Nielsen ONE Ads will introduce impact data for more granular linear television measurement. It will provide measurement at the second level rather than the industry standard of minute-level audiences. However, the impact data is for research purposes and is not available for buying or selling. This will provide the industry with greater comparability across linear and digital platforms. Kimberly Gilberti, SVP, of product management, Nielsen explained,
Ultimately, Nielsen One will allow advertisers and publishers to plan and transact on a single set of metrics across linear and digital. And those metrics are reliable, independent, standardized across the industry and across all of those different platforms.
Furthermore, Nielsen plans to calibrate big data sets from set-top boxes, smart TVs, and third parties using its people-based audience panel. Keeping up with TV panels’ evolving role from a monitoring tool to a data-verification tool.
Nielsen ONE Ads dashboard will aid advertisers to comprehend the deduped audience reach, and frequency counts across screens by campaigns. So, it will leverage Nielsen ONE’s proprietary ID system as well as data from Nielsen’s panels. Further, direct publisher integrations, across walled gardens will provide an understanding of persons-level campaign impressions.
Interesting Read: Nielsen Introduces Nielsen Identity System for Digital Ad Ratings in India
Nielsen One Content – work in progress
Nielsen also introduced Nielsen ONE Content which provides a more aggregate view of campaign performance across devices. It remains in alpha but will be available later this year. It provides cross-platform, deduplicated, and syndicated content metrics across devices, delivering a clearly contextualized view of aggregated program performance across distribution platforms.
As the competition is fierce, Nielsen will need to keep adding features to ONE. The measurement and data giant aims to bridge current measurement capabilities, both linear and digital, into a single system with Nielsen ONE Ads and Content.
In late 2021, Nielsen lost its accreditation from the Media Rating Council (MRC) for local and national TV ratings. The suspension continued with MRC voting in November 2022. As a result, Nielsen ONE serves as the cornerstone of Nielsen’s strategy in the face of alternative measurement currency providers. In the wake of Nielsen’s measurement difficulties, more competitors have stepped into the spotlight offering new currencies including NBC Universal, iSpot VideoAmp, and others. Karthik Rao, Chief Executive Officer, Audience Measurement, Nielsen said,
Audiences today control what they watch, when they watch, and how they watch it. As the media landscape becomes more varied and complicated, Nielsen is committed to working with the industry to bring clarity and simplicity to media buying and selling through Nielsen ONE.
Interesting Read: Here, There, Everywhere, It Is Cross-Screen Advertising!
