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!
