NEWS13 February 2019

FreeWheel selects Nielsen data management platform

Media New business News North America

US – Comcast-owned FreeWheel Markets has added Nielsen’s data management platform (DMP) so it can analyse and build ad audiences across TV and digital video.

This follows FreeWheel Publishers adopting Nielsen’s qualified ad audience tool in Nielsen Digital Ad Ratings.  

The Nielsen DMP gives FreeWheel Markets Nielsen media and purchase data segments, audience insights and segmentation to improve targeting accuracy by adapting to changes in consumer media and buying behaviour.  

FreeWheel Markets will offer these new capabilities through Drive – its suite of advanced advertising solutions to help marketers use data and measurement to reach consumers across emerging forms.

Neil Smith, general manager of FreeWheel Markets, said: "This integration with the Nielsen DMP strengthens our Drive solutions suite and represents an important step toward our end goal of data unification across linear and digital TV.

"This will help our clients more effectively plan, buy and measure audiences across all new forms of TV."