| DDS has automated the process of retrieving demographic data from Nielsen, speeding up its incorporation into our media buying, research, and sales systems. “We download the data faster, so we can get it to our clients faster,” says Sherri Lee, media applications product director at DDS.
“Due to the recent proliferation of demographic data files – such as live, live+, same day, overnights, local cable overnights, national cable overnights, and so on – downloading this data in a timely fashion becomes more and more difficult,” says Lee. Not only are there many different types of data, but the files for the different markets are made available at different times during the day. “We have now established a direct, high speed connection to download certain overnight files from Nielsen. The result is that our clients can access the information much more quickly,” she states. DDS will continue to add additional data types into these downloads. |  |