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Limbik Adds Nielsen PRIZM to Video Analytics
New York-based performance analytics company Limbik is to integrate Nielsen's PRIZM classification into its platform, which tracks audience size, composition and attention paid.
Limbik was founded in 2016 by serial entrepreneurs Zach Schwitzky and Josh Levin, who had worked together previously at Schwitzky's survey analytics and research company Newlio. The platform looks at attributes such as viewability, audibility, exposure time and screen real estate, and has not previously included third-party consumer reporting such as the Nielsen data. PRIZM classifies every US household into one of 66 consumer segments based on purchasing preferences.
CEO Schwitzky comments: 'Integrating Nielsen PRIZM into the Limbik platform will enable publishers, brands and agencies to better understand how many people are watching, who they are, and the degree to which they are paying attention'. He adds: 'This collaboration with Nielsen marks an industry first offering - the ability to deliver granular data on video viewers with attention metrics such as in-view, audibility, average minute audience, and more'.
Web sites are at www.limbik.tv and www.nielsen.com .
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