NEW YORK — Audience measurement giant Nielsen has entered into a new partnership with a connected data and ad tech firm that will allow it to synch the Acxion Real ID into the Nielsen ID system.
This will give agencies and marketers one less hoop when it comes to the identification, reach, measurement and optimization of messaging to media consumers.
“As the media marketing industry continues to mature, modern marketers require the ability to fluidly execute and measure their marketing investments against real people across all platforms and channels,” said Keith Camoosa, Chief Product and Technology Innovation Officer at Acxiom. “For too long, marketers have been forced to accept flawed metrics—clicks that don’t relate to incremental sales or brand effects, bots that mimic engagement, and partner-by-partner measurement that cannot be deduplicated or actioned at scale efficiently. Modern marketers now have a data-driven approach to identify, plan, measure, and optimize media and messaging against real people, not proxies.”
For Nielsen, advertisers and agencies head Matt Devitt added, “Modern marketers are focused on increasing mental availability of their brands, and that starts with reaching the right audience. We’re excited to bring this new integration to life with Acxiom so advertisers can more effectively plan and measure what audiences their campaigns reach. As we continue to innovate our holistic Advanced Audience offerings for the marketplace, identity integrations with ecosystem partners like Acxiom are critical for bringing marketers the capabilities they need to deliver on their growth targets.”
