The Nielsen DMP connects Gracenote viewer data to Nielsen’s first- and third-party consumer data, as well as hundreds of integrated paid and owned media platforms for marketing activation. It allows brand marketers and advertisers to understand what audiences are watching across local and national markets on linear TV, on-demand and DVR.

Gracenote is a Nielsen company and gathers Smart TV viewer data in real-time using its Video Automatic Content Recognition (ACR) technology, in more than 27 million Smart TVs across eight global consumer electronics brands. 

Gracenote ACR technology identifies TV programmes, movies, advertisements and video games being viewed in real-time and its insights include how long consumers engage with content and what they tune in and out of. 

Nielsen said the addition of Gracenote Smart TV data brings the industry one step closer to standardised audience segments across linear, advanced TV and digital. 

Nielsen DMP clients will be able to activate Gracenote Smart TV Segment Data in real-time ( 200 milliseconds) across dynamic personalisation, content management, programmatic, search, social, email, video, mobile and over-the-top (OTT-TV) platforms. Clients can target pre-built Gracenote Smart TV segments or create custom audience combinations with more than 60,000 Nielsen Marketing Cloud segments.

Kelly Abcarian, senior vice-president, product leadership for Nielsen, said: "Gracenote ACR technology is bridging linear TV with the marketing and measurement capabilities that we've come to expect from the digital world.

"This is the first time that we are making Gracenote Smart TV segment data widely available to marketers and media owners who are looking for a deeper understanding of TV viewership across all platforms and services."