Nielsen announced a partnership with Clypd to offer audience buying with linear TV.

Why does this matter? Nielsen is the dominant force and accepted currency in video advertising. If they are making big investments in audience buying, then that will drive others to do the same.

Quote from Kelly Abcarian — SVP of Product Leadership @ Nielsen
Advertisers want to “take some of the real-time targeting they’re doing on digital and enact that for television,”

“Audience buying has been starting to happen in dribs and drabs, if you will, in smaller pockets across the TV networks,” she added. Nielsen’s new effort “will allow clients to do this more seamlessly.”

More on this topic.
1) TV Industry Struggles to Agree on Ratings Innovation

2) Report: Traditional TV Measurement Missing Two-Thirds of Video Consumption

3) Outside Voices: How Marketers Are Missing a Generation of ‘Unreachables’