Nielsen Integrates Pathmatics Data in US

In the US, Nielsen is adding data from competitive online ad intelligence firm Pathmatics to its existing digital ad tracking service, to provide clients with views of new media types used and purchase preferences, and help with the targeting of different devices.

Pathmatics offers patent-pending technology to analyze digital advertising activity and deliver real-time intelligence to advertisers, agencies, publishers and ad tech providers. Uses include monitoring a competitor's online spending, identifying pitfalls in campaigns, and responding to market trends - via a self-serve dashboard.

Last year, the firm partnered with Nielsen to provide Australian marketers with detailed advertiser-level impression data and ad creatives from multiple digital devices. Nielsen has now expanded Pathmatics' role to serve its top media market in North America. Heather Jordan, Nielsen's SVP of Product Leadership, explains: 'Transparent digital ad intelligence is critical for modern marketers to better understand how, why, and where to market their products or services. The Pathmatics collaboration will ensure our customers have the most accurate spend and impression data they need to make critical decisions'.

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