Nielsen and Horizon Media Extend Partnership

Nielsen has announced it is extending its partnership with independent media agency Horizon, to expand advanced audience and ID matching capabilities within blu, Horizon's proprietary AI-driven marketing platform.

Horizon Media was founded in 1989 and is headquartered in New York, with offices in Los Angeles and Toronto. Describing itself as,'the largest independent media agency in the United States and globally,' the company employs just over 2,400 people and has media investments of more than $8.5 billion.

The firms partnered in 2019 to enable matching of Nielsen panel data to both third-party audience segments and client first-party data with blu IDs, and also co-developed a multicultural planning tool in 2022. The latest extension, which brings in data from Nielsen's recently launched Big Data + Panel measurement, allows users of blu to seamlessly match their first-party data with TransUnion and Nielsen IDs, and use the same advanced audiences throughout the lifecycle of a campaign, from planning to measurement. This promises 'a consistent and more accurate view of target audiences', and consequently a clearer understanding of ROI, 'from audience definition and planning through to campaign measurement.'

Michele Donati, EVP, Chief of Futures at Horizon Media, comments: 'Nielsen continues to provide best-in-class, person-level data that helps us bring richer, data-driven solutions to our clients. Our first-to-market integration, together with TransUnion, marks a pivotal step in building the next generation of advanced audience planning and measurement that drives business outcomes for our brands.'

Matt Devitt (pictured), Head of Advertisers and Agencies at Nielsen, adds: 'This new era of our relationship with Horizon will empower advertisers to unlock the full value of their first-party data with greater precision, scalability and interoperability.'

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