Nielsen Deals Add Health, Auto and MarTech Audiences

Nielsen has partnered with healthcare audiences provider Swoop, auto insights specialist Polk, and ad and MarTech company Epsilon to expand its audiences portfolio, which includes its Audience Planner and Advanced Audience Posting tools.

Nielsen recently launched its cross-platform measurement platform Nielsen ONE Alpha, bringing together audience measurement with 'audience and outcomes' measurement, to enable end-to-end ad campaign assessment. Through the collaborations, Nielsen has added audience segments that complement the CPG, retail and first-party data categories currently available in its products. The company says the addition of healthcare, automotive and marketing technology audiences will provide marketers an 'unparalleled' view of audiences at each step of the media journey once incorporated into Nielsen ONE.

Through a recent agreement, Nielsen clients can now use Swoop audiences in Nielsen's planning and measurement products for its custom healthcare segments; and based on Nielsen's relationship with S&P Global Mobility (formerly IHS Markit), Nielsen has integrated Polk Automotive Solutions data across certain Nielsen offerings. Additionally, Nielsen has connected its advanced audience capabilities with Epsilon, to enable the latter's clients to use their first-party data to enhance, buy and measure campaigns.

Angela Girardin (pictured), SVP of Audience Intelligence at Nielsen, comments: 'Today's advertiser needs access to quick and efficient insights that allow them to more effectively plan across platforms and reach the audiences that matter most. By incorporating a variety of industries into our already robust advanced audience suite, advertisers and agencies will have unprecedented access to audiences that will help them better plan and execute their media dollars.'

Web site: www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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