Rival cinema ad firms collaborate to make their data streams easier for media agencies to access

As they battle each other for ad dollars and elbow their way to secure a chunk of media planners’ TV budgets, the two principal cinema ad firms are collaborating to get their data streams back in front of those planners, Digiday has learned. 

National CineMedia and Screenvision lost their access into Nielsen’s data feeds shortly after the pandemic started when the ratings firm dropped all out-of-home data input from its principal ratings feed with little notice, according to both ad firms. It was a setback at an already tough time for both, when movie theaters had closed and their businesses were operating on life support.

Now the two have partnered with cloud-based mobile and location tech firm The People Platform to integrate their joint cinema audience data into Nielsen’s Respondent Level Data (RLD) feed for the first time.

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