TargetSpot announced a step forward in its ability to deliver refined audience segments to advertisers via Nielsen’s PRIZM. PRIZM was originally developed by Claritas, which was acquired by Nielsen.
PRIZM is an array of 66 demographic and behavior segments. Marketers can use the information to identify what consumers like, how they live, and where they are. Examples of PRIZM segments include “Young Digerati,” “New Empty Nests,” “Second City Elite,” and “Beltway Boomers.”
For TargetSpot, part of the PRIZM value lies in reaching audio listeners using multiple devices (connected TVs, home WiFi speakers, gaming platforms), and tracking them across those devices. In its announcement, TargetSpot cited a forecast study by NPD indicating that use of such devices will grow from 16% to 40% by 2017.
Beyond that specific emphasis, TargetSpot will apply PRIZM data targeting across is entire platform.
“As listening extends beyond typical web and mobile browsers, our relationship with Nielsen helps extend our capabilities to segment audiences wherever and however they’re listening,” said TargetSpot COO David Kert. “By mapping consumer and psychographic data to the household level , PRIZM® allows us to create interest based campaigns at a scale which was previously not possible.”