Adelaide's AU Added to Nielsen Outcomes Marketplace

Nielsen has announced a collaboration with attention and media quality measurement specialist Adelaide, to help clients understand campaign effectiveness.

The deal sees Adelaide's omnichannel metric AU made available through Nielsen's recently launched Outcomes Marketplace, within its Nielsen ONE offering. The Marketplace brings together brand, sales, attention and conversion metrics from different partner companies.

While forming the partnership, Nielsen has also developed a new set of metrics that gauge the efficiency of achieving both reach and attention - these combine AU with Nielsen's established reach data, improving the in-flight optimization of campaigns mid-flight through the provision of efficiency scores across ad placements.

The firms say the partnership and launch 'address a pressing industry challenge by delivering a more holistic and connected view of campaign performance for both buyers and sellers.' Marketers also gain clear visibility into audience de-duplication as well as overall campaign quality, value, and business impact.

Nichole Henderson (pictured), SVP of Global Outcomes Product at Nielsen comments, 'We're excited to team up with Adelaide to develop a solution that the industry really needs, which is moving beyond reach to deliver a unified, actionable and measurable view of campaign performance.' Marc Guldimann, CEO and co-founder of Adelaide, adds: 'The industry has long measured how many people an ad reaches, but not how well that media works - or the quality of that reach. By combining Nielsen's audience data with AU, a proven measure of media quality that predicts outcomes, we're giving the market a simple, outcome-focused way to connect scale with quality and tie media investment decisions more directly to business results.'

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