Nielsen Partners to Integrate Consumer, Auto Market Data

Nielsen has announced a deal to integrate its Big Data + Panel audience measurement solution directly within Mediaocean's Prisma platform, as well as collaborations with automotive data specialist Polk and consumer surveys firm MRI-Simmons.

Nielsen says the Mediaocean / Prism collaboration will help drive greater industry interoperability by allowing marketers to maintain a single, consistent audience definition throughout the advertising journey. Clients can define advanced audience segments within Nielsen Audience Builder and then see the corresponding measurement metrics directly within Mediaocean's platform. The deal also boosts data-driven linear campaigns, improving the options for advertisers aiming to understand and evaluate multi-screen ad performance. Nielsen CPO Akhil Parekh (pictured) explains: 'Advertising's next frontier will be built on true interoperability - not just data sharing, but a consistent audience definition that travels from planning all the way through to measurement. Together with Mediaocean, we're giving marketers exactly that: the ability to define audiences once and then to carry that precision across the entire campaign lifecycle.'

S&P Global Mobility is integrating insights from its Polk Automotive Solutions Portfolio into Nielsen, allowing marketers and agencies to access Polk Audiences across Nielsen's planning and measurement products, including Audience Builder, Media Impact, Nielsen ONE Planning and Nielsen ONE Ads; and a deal with MRI-Simmons (a subsidiary of Nielsen spin-off NIQ) will deliver new research-driven audience insights within Nielsen ONE planning and measurement tools.

The new integrations will officially launch in September. Web sites are at www.mediaocean.com , www.mrisimmons.com and www.nielsen.com .