NEWS14 September 2022

Nielsen expands audience analysis tools

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US – Nielsen has agreed deals with three data companies to help complement existing retail, consumer packaged goods and first-party data audience analysis products.

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The tools include agreements with Swoop, an artificial intelligence (AI) audiences tool for healthcare marketing, Polk Automotive Solutions by S&P Global Mobility, which provides automotive information and insights, and Epsilon, a global advertising and marketing technology firm.

The release follows Nielsen’s recent expansion of its Nielsen One Alpha platform to include advanced audiences tools to provide a single view of audiences who saw a campaign, including sales and other actions.

Nielsen said that diversifying the advanced audiences tool into areas such as automotive, healthcare and marketing technology would provide an overview of audiences at “each step of the media journey”.

The agreement with Swoop would see the healthcare data provider integrate its audience segments into Nielsen’s platforms to help inform media planning and buying decisions.

The Polk Automotive Solutions data will also be integrated into Nielsen’s platforms, allowing media sellers and auto marketers to leverage data across their planning and measurement use cases.

The Epsilon agreement will allow clients to use the firm’s first-party data to help with buying and measuring campaigns.

Angela Girardin, senior vice-president of audience intelligence at Nielsen, said: “Today’s advertiser needs access to quick and efficient insights that allow them to more effectively plan across platforms and reach the audiences that matter most.

“By incorporating a variety of industries into our already robust advanced audience suite, advertisers and agencies will have unprecedented access to audiences that will help them better plan and execute their media dollars.”

Scott Rines, chief revenue officer at Swoop, said: “Through this strategic relationship with Nielsen, we are able to combine the precision of Swoop’s custom audiences with the scale and power of television.”

Scott Hedges, head of media and retail automotive sales at S&P Global Mobility, said: “With the explosion of content across media channels, automotive marketers need the ability to find and reach audiences that deliver vehicle sales.”

Gillian MacPherson, vice-president of products at Epsilon, added: “Together with Nielsen, we are giving clients the ability to build the type of robust audiences needed to reach people across their screens, create meaningful connections and ultimately drive better outcomes.”