NEW YORK — Dominant audience measurement and consumer analytics firm Nielsen has agreed to collaborate with ad tech company Mediaocean by providing reporting on advanced audience segments for data-driven linear (DDL) national TV campaigns.
The result is the expansion of an integration of Nielsen’s Big Data + Panel audience measurement product directly within Mediaocean’s Prisma platform.
The collaboration, the companies say, “will help drive greater industry interoperability by allowing marketers to maintain a single, consistent audience definition throughout the advertising journey.”
Specifically, clients will be able to define advanced audience segments (first- and third-party and Nielsen-owned) within Nielsen Audience Builder and then see the corresponding measurement metrics directly within Mediaocean.
“By doing so, the two companies are helping marketers move beyond traditional age and gender based demographics by enabling more advanced audience definitions to be applied consistently across ad planning and measurement workflows,” Nielsen said.
The collaboration, Mediaocean and Nielsen believe, also brings greater continuity and visibility into data-driven linear campaigns, giving advertisers a better way to understand and evaluate multi-screen ad performance.
Concurrently, S&P Global Mobility is integrating insights from its Polk Automotive Solutions Portfolio, so that marketers can better reach customers in this sector. As such, marketers and agencies can now leverage Polk Audiences across Nielsen’s planning and measurement products, including Nielsen Audience Builder, Nielsen Media Impact, Nielsen ONE Planning and Nielsen ONE Ads.
These audiences will also be available against Nielsen’s Big Data+Panel data and integrated into Nielsen’s digital planning/measurement solutions.
MRI-Simmons is likewise expanding its relationship with Nielsen to deliver new, research-driven audience insights within Nielsen ONE planning and measurement tools.
“The overall upside for clients is improved campaign performance, via even better data-driven planning, measurement, and optimization capabilities,” Nielsen says.
This integration and its resulting capabilities will officially launch in September.
