Nielsen Expands Ad Intel with 'Richer' Spend Data

Nielsen has expanded the US digital capabilities of its Ad Intel advertising intelligence solution, adding search data as a new media type, and offering more digital advertising data for mobile, desktop, display and video placements.

Ad Intel offers access to a wide range of historical inputs including 24 media categories, providing competitive intelligence to help identify prospects, analyze brand strategies, and learn from past campaigns. With the enhancements, Nielsen says media buyers and sellers have greater 'flexibility, speed and ease' to monitor and adjust their ad performance.

Nielsen is working with ad intelligence provider The Search Monitor to offer Ad Intel subscribers real-time market and competitive intelligence across a range of search advertising channels including paid, organic, and product listing ads, across desktop and mobile devices. In addition, Ad Intel's digital data capabilities are being expanded through a collaboration with BIScience and the latter's AdClarity ad intelligence solution, to provide increased coverage by measuring additional sites and advertising types. In future product releases, Nielsen says it will roll out capabilities that allow users to measure display and video ads rendered on social and in-app platforms.

SVP Ad Intelligence Products Heather Jordan comments: 'The challenge for brands, agencies and publishers is keeping track of their ad performance, effectiveness of their creative and competitors, while making identifying new audiences both an art and a science. The robust digital and search data from BIScience and The Search Monitor ensure that Ad Intel clients have access to the most reliable, robust, and representative ad intelligence datasets in the marketplace'.

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.