Nielsen Targeting Tool Links Agency and Panel Data

Nielsen has launched an audience planning tool allowing marketers to reach their most important consumers by performing blind matches between their first-party data and Nielsen's own panel data.

Marketers and publishers using the new 'Nielsen Audience Planner' can create media plans focused on 'action-oriented' consumers in order to drive return on ad spend. At launch, the solution will feature a first-party data upload, access to the new segments in the cross-media planning solution Nielsen Media Impact (NMI), and segment export capabilities. NMI subscribers can create new segments which will automatically be available for media planning, and can be used across multiple systems (in-house, third-party and Nielsen solutions) for further analysis, or data-driven deals.

Jay Nielsen (pictured), SVP, Global Media Planning Product, comments: 'Our clients have invested a tremendous amount of capital into their proprietary first-party audience stacks and we want to reduce the friction by allowing effortless planning with such key consumer segments. The idea behind Nielsen Audience Planner is to enable a quicker, more efficient flow of first-party data, while really putting the user experience back into the client's hands'.

Web site: www.nielsen.com .