Google and Nielsen form strategic pact

Search giant Google has announced a major strategic tie-up with TV audience data provider Nielsen. Under the partnership Google and Nielsen will combine TV audience data with Google's advertising platform.

"By combining Nielsen demographic data with aggregated set-top box data, Google can provide advertisers and agencies with comprehensive information to help them create better ads for viewers and maximise the return on their advertising spending," said the companies in a statement.

Google TV Ads is an online platform for buying, selling, measuring and delivering television ads.

Operational since May, the platform includes advertising inventory across hundreds of channels and all dayparts. Data derived from Nielsen's representative television ratings panels will provide Google TV Ads clients with the demographic composition of the audience.

"This is the first time that advertisers and agencies will have this level of detailed measurement available in a single place and at such a large scale," added the statement.

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