Renewed Audience Measurement Agreement Signed Between Nielsen and WPP Media
Nielsen and WPP Media Partner to Boost Cross-Platform Ad Performance
Nielsen, a leading global information services company, and WPP Media, a prominent advertising and marketing firm, have announced a new partnership to enhance cross-platform ad performance. This collaboration is set to drive interoperability and provide advertisers with more actionable insights for campaign planning and measurement.
The partnership involves the integration of Nielsen's insights into Open Media Studio (OMS), an end-to-end media delivery platform within WPP Open. This integration aims to create a more seamless, interoperable planning and measurement ecosystem.
Advertisers stand to benefit significantly from this partnership. They will gain access to person-level data from Nielsen’s panels combined with a vast Big Data footprint that spans traditional and digital media, leading to more precise audience targeting and measurement.
Moreover, advertisers can use Nielsen’s advanced audience segments integrated directly into WPP’s intelligent marketing system, allowing for more efficient campaign activation and optimization. This integration will also enable data-driven decision-making and performance acceleration across multiple platforms.
Matt Devitt, Head of Advertisers and Agencies at Nielsen, expressed his excitement about continuing the collaboration with WPP Media. He highlighted that Nielsen's advanced measurement, particularly the combination of Big Data with trusted Panel insights, is valuable in achieving this mission.
Nicolas Grand, WPP Media's executive director of research and investment analytics, stated that the partnership with Nielsen is crucial for equipping clients with the necessary intelligence and tools for growth. He added that by integrating Nielsen's advanced audiences into WPP Open, WPP Media aims to create a more seamless, interoperable planning and measurement ecosystem.
The partnership is carried out through Nielsen ONE, the platform for audience measurement. Nielsen's goal is to collectively power the future of audience measurement and technology with industry leaders like WPP Media.
This new audience measurement deal encompasses TV, streaming, audio, and cross-platform ad performance. The seamless incorporation of Nielsen's advanced audiences across the full media workflow is expected to improve the accuracy of campaign planning, buying, and measurement, helping advertisers maximize return on ad spend.
In conclusion, the collaboration between Nielsen and WPP Media empowers advertisers to connect better with audiences across diverse media environments by leveraging Nielsen’s innovative measurement technologies and WPP Media’s comprehensive marketing platform integration. This partnership is a significant step towards the future of audience measurement and technology.
[1] Nielsen Press Release: Nielsen and WPP Media Partner to Boost Cross-Platform Ad Performance [2] WPP Press Release: WPP Media and Nielsen Partner to Boost Cross-Platform Ad Performance
- The integration of Nielsen's insights into Open Media Studio (OMS), facilitated by the partnership between Nielsen and WPP Media, aims to create a more seamless, interoperable planning and measurement ecosystem for advertisers.
- As a part of the collaboration, advertisers will have access to person-level data from Nielsen’s panels combined with a vast Big Data footprint, which will aid in more precise audience targeting and measurement across TV, streaming, audio, and cross-platform ad performance.
- Nielsen’s advanced audience segments will be integrated directly into WPP’s intelligent marketing system, allowing for more efficient campaign activation and optimization that can lead to data-driven decision-making and performance acceleration across multiple platforms.
- Nielsen’s goal is to collectively power the future of audience measurement and technology with industry leaders like WPP Media, enabling advertisers to maximize their return on ad spend by leveraging Nielsen’s innovative measurement technologies and WPP Media’s comprehensive marketing platform.
- The strategic partnership between Nielsen and WPP Media is a significant step towards the future of audience measurement and technology, as it empowers advertisers to connect better with audiences across diverse media environments.
