It’s being touted as “a new integration that will enhance audience measurement capabilities and increase accessibility to Advanced Audiences.” That’s the result of an expanded relationship between audience measurement leader Nielsen and TransUnion.
With the new agreement, advanced audiences created within TransUnion’s TruAudience platform can be shared to and measured by cross-media measurement tool Nielsen ONE.
“The integration ensures that advertisers and agencies can easily deliver advanced audiences through an automated connection between TransUnion and Nielsen, streamlining planning and measurement,” the companies shared on Thursday. “By enabling a seamless workflow, marketers can now more effectively measure their campaigns, reduce media waste, and optimize cross-channel strategies. Mutual clients gain a comprehensive, deduplicated view of custom audiences reach across TV, streaming, digital, and mobile channels.”
— Adam R Jacobson
