The API integration will match consumer IDs from IPG Mediabrands’ audience management platform (AMP) with Nielsen’s insights on TV watching and purchase behaviour, including the company’s purchase-based audience data from anonymised frequent shopper cards. Nielsen says the deal will improve IPG Mediabrands’ audience discovery, activation and measurement abilities.

The partnership will also include access to Nielsen Marketing Cloud and Nielsen Media Impact tools.

The agreement follows a five-year global services deal between the two companies, which covers Nielsen solutions for local and national TV, audio, Scarborough (market research), digital content ratings (DCR), SVOD content ratings, cross-platform planning licensing, and Nielsen’s Buyer Insights license.

Arun Kumar, global chief data and marketing technology officer at IPG Mediabrands, said: “This will enhance our targeting capabilities and provides us with the planning tools to ensure that our agencies can reach addressable audiences at scale.”