NIQ Partners with Amazon for Italian Ad Measurement

Global consumer intelligence provider NIQ has announced a deal with Amazon Marketing Cloud (AMC), to assess the impact of cross-platform advertising across linear TV and Amazon Ads inventory in Italy. The partnership will use data from NIQ's Italian single-source consumer panel, Sinottica.

The project is part of AMC's Global Strategic Initiative, which aims to build scalable, privacy-safe advertising activation and measurement solutions worldwide linking campaigns to Amazon purchased. Sinottica's linear TV data will be combined with inventory data from Amazon DSP, Sponsored Ads (Products, Brands, Display), and Streaming TV (Prime Video, Twitch and Fire TV).

Users will be able to compare the incremental reach and purchase impact of ads across digital, linear TV and streaming environments. Data will help to answers questions such as how many consumers were reached via linear TV vs. Amazon digital and streaming ads; what types of consumers were reached on each platform, and how did the audiences differ; and whether exposure to ads leads to product purchases on Amazon.

Maureen Stapleton (pictured), Commercial Lead at NIQ Media, Europe, comments: 'By helping advertisers understand their campaigns' reach - and the incremental value of each platform - we're delivering critical insights that enable smarter media investments. We're excited to collaborate with Amazon Marketing Cloud, who share our commitment to data-driven marketing.'

Web site: www.niq.com .