Nielsen and J.D. Power Partner for 'Auto Cloud'

Nielsen has launched an 'Auto Cloud' marketing and measurement platform, via a partnership with automotive research leader J.D. Power.

The new platform combines Nielsen's Marketing Cloud with J.D. Power's car-buyer insights, giving users direct access to audience data, sector expertise and omnichannel campaign measurement capabilities. Automotive marketers can target audiences based on criteria including car features and styles, buying stage and brand affinities, as well as media engagement, geo-location and device type. The resulting campaigns can be launched across TV and digital, and built-in measurement and optimization capabilities mean they can adjust campaigns on the fly.

Clients can use the Cloud's 'in-flight analytics' to proactively measure and control how often and what types of ads people see throughout the life of a campaign; and can tap into established Nielsen planning and measurement solutions such as multi-touch attribution and marketing mix modeling.

Bernardo Rodriguez (pictured), Chief Digital Officer at J.D. Power says the partners are 'ushering in a new era for the auto industry'; while Nielsen EVP Damian Garbaccio comments: ''We are thrilled to launch this game-changing automotive solution with J.D. Power. The Nielsen Auto Cloud's combination of data, technology and measurement capabilities is unique to the auto advertising world'.

Web sites: www.nielsen.com/autocloud and www.jdpower.com .