Nielsen and Google Link to Measure Digital Media ROI

Nielsen has become a member of Google's newly launched Marketing Mix Model Partner program, allowing it to collect Google advertising impression and spend data directly from the search engine.

By joining the program, Nielsen will see its marketing mix modelling capabilities combined with Google's media data, to enable advertisers to measure the ROI of their digital investments. Nielsen's custom marketing mix solution offers advertisers an understanding the drivers of sales, taking into account both marketing and non-marketing factors. The new deal means advertisers can simulate and optimize marketing budget allocations using Nielsen's web-based Marketing Planner tool.

Babak Pahlavan (pictured), Google's Senior Director of Product Management, comments: 'With this new partnership program, we're excited to work with Nielsen to provide our clients with accurate and independent insight into how their digital ads are performing and delivering a return on investment. This partnership program will allow us to uphold high standards in data privacy and security, while also offering our clients transparency into how these ads are impacting their bottom line'.

Web sites: www.nielsen.com and www.google.com .