Locality has teaming up with Nielsen in order to bring in Nielsen’s Media Data Engine (MDE) to their broadcast advertising system, which is a major step for the measurement of local TV in the US. The new set-up allows the demographic audience to be given within four days after the airing previously, it took weeks making campaign reporting, optimization faster, more consistent, and more agile. Being the first broadcast sales organization that has implemented MDE on a large scale, Locality is benefiting from a more direct way to access the audience data in all 210 local markets, thus offering advertisers and broadcasters quicker, more useful insights.
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“This partnership marks a major step forward for local broadcast,” said Ann Hailer, President of Broadcast at Locality. “For decades, local television has operated on delayed reporting cycles that limited agility and optimization.By directly embedding Nielsen’s Media Data Engine into our system, we are not only speeding up the delivery of reliable audience data but also helping advertisers and stations to quickly and intelligently decide on their actions in different local markets. This partnership mirrors the overall move of the industry towards instantaneous and data-supported planning. Also, it sets the stage for upcoming developments like the use of predictive analytics and AI for optimizing campaigns.