Smart and Nielsen in Audience Targeting Data Deal

Ad monetization platform Smart has integrated the Nielsen Marketing Cloud into its ad tech stack, to allow publishers to target precisely defined audiences within their programmatic and direct campaigns.

Smart claims to be solving the historical problem of audience data activation having previously been limited to the demand-side, where buyers face a low reach issue because they are unable to forecast the available volume of inventory when targeting a specific segment. According to Smart, with direct data integration within its ad server, publishers are able to build their audience packages with an improved knowledge of the volume.

Nielsen's audience targeting capabilities across Europe, the US, and Latin America include access to thousands of audience segments such as demographic, FMCG, psychographic, interest, intent or lifestyle. Through the integration of the Nielsen Marketing Cloud, publishers will be able to access targeting capabilities across Nielsen's owned and operated data, boosted by artificial intelligence (AI) modelling technology.

Arnaud Créput (pictured), Smart CEO, says that by tapping into Nielsen's resources, publisher clients will be able to better plan and forecast their campaigns and tailor their advertising for specific audiences to improve engagement and message recall. 'We are delighted to announce this strategic relationship with Nielsen in our new data marketplace. Empowering our clients with powerful audience data is a strong add-on for all our publishers and will also be a powerful lever for Deal+, our curated deal offer,' Créput adds.

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