Nielsen Segments Integrated across Amazon

A new Nielsen agreement with Amazon will make proprietary audience segments from the former's Marketing Cloud (NMC) available across the latter's Ads marketplace and its own Marketing Cloud.

The deal means users will be able to seamlessly access and target Nielsen's audience segments, and measure performance across Amazon's ecosystem. The segments include data around CPG, auto and finance, demographics, shopping behavior and media consumption; and ads can be activated across Amazon DSP's third-party supply integrations and first-party supply sources, including Prime Video, Freevee, Twitch, Amazon.com, Fire TV, Kindle and Alexa.

Kirsten Cummings (pictured), General Manager of Outcomes at Nielsen, comments: 'With our audience segments now in Amazon's industry leading advertising ecosystem platforms, we offer marketers one of the industry's best data capabilities to help further drive marketing ROI.'

Web site: www.nielsen.com .