NEW YORK — Dominant audience measurement and consumer data analytics provider Nielsen has struck a new agreement for audience measurement spanning TV, streaming, audio and cross-platform ad performance with WPP Media.
That data will be provided through Nielsen ONE, as Nielsen and WPP Media plan to integrate Nielsen’s insights to Open Media Studio (OMS) – a media delivery platform within WPP Open, WPP’s intelligent marketing system. This will allow full integration of Nielsen’s audiences across the entire media workflow.
“At WPP Media, our priority is equipping clients with the intelligence and tools they need to drive measurable growth,” said Nicolas Grand, Executive Director of Research and Investment Analytics at WPP Media. “Nielsen’s continued innovation in advanced measurement—especially the combination of Big Data with trusted Panel insights—makes them a valued partner in that mission. By integrating Nielsen’s advanced audiences into WPP Open, we’re building a more seamless, interoperable planning and measurement ecosystem that empowers advertisers to optimize performance and accelerate growth.”
Matt Devitt, Head of Advertisers and Agencies at Nielsen, added, “We are thrilled to continue working with WPP Media to provide the most actionable insights across planning, buying, and measurement for brands to make the most informed decisions about their advertising investments. Collaborating with leading industry players like WPP Media helps us collectively power the future of audience measurement and technology that actually helps advertisers connect with audiences.”
