NMC Data Added to InfoSum

Nielsen has announced a partnership with data collaboration platform InfoSum, making the former's Nielsen Marketing Cloud (NMC) data available within the latter's ecosystem.

InfoSum was acquired by WPP in April, to drive the creation of 'a new generation of AI-enhanced marketing solutions', and now forms part of the marcoms giant's WPP Media division, recently rebranded from GroupM.

NMC is backed both by Nielsen's own data and that of third parties, and promises a comprehensive view of how consumers engage with media across channels and platforms.

The new deal allows advertisers, agencies and publishers to use NMC's ID graph and audience segments to enhance their first-party data, and improve understanding of their audiences in a data collaboration platform. Benefits should include deeper insights, audience enrichment, look-alike modeling, and activation, all under 'stringent privacy protocols.'

Marc Cestaro, SVP, Sales North America, at InfoSum comments: 'NMC is widely recognized for its innovation and expertise in helping brands better understand and engage their audiences. By combining that with InfoSum's privacy-first infrastructure and secure data collaboration, this strategic relationship empowers advertisers and publishers to unlock richer, faster, and more privacy-conscious solutions.' NMC General Manager Kirsten Cummings adds: 'Data collaboration platforms are an essential part of the way that businesses are enriching and sharing data... Nielsen continues to innovate to empower brands and publishers with the tools they need to elevate their strategies and work with our data in their platform of choice so they can better reach their intended audience.'

The datasets are now available within InfoSum in the US, the UK and Canada. Web sites: www.nielsen.com and www.infosum.com .

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