Google, Nielsen Establish Strategic Relationship

Google and the Nielsen Company announced the establishment of a multi-year relationship starting with gathering demographic data for the Google TV Ads.

Google will combine Nielsen demographic data with the aggregated set-top box data it is already using, giving advertisers more targeting capabilities. Data derived from Nielsen's TV ratings panels will provide Google's TV Ads advertisers with the demographic composition of the audience.

Google and Nielsen also promise future plans to work together to measure online and offline media.

"As we continue to expand our TV advertising program, it is important that we provide advertisers and agencies with data that will help them reach their target demographic with the right ad," Eric Schmidt, Google CEO, said in a statement. "Working closely with Nielsen, the industry leader, improves our measurement capabilities by adding a demographic layer on top of existing set-top box data. We're pleased that Nielsen is working with us in this endeavor."

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.