Claimed in the announcement to be the first of its kind, the DMP is intended to allow for more specific radio audience targeting. 

Consumer insights from Nielsen’s Marketing Cloud will enable Westwood One to provide advertisers with reports indexing network station lineups against prospective customers’ demographics, personalities, TV viewing habits, digital behaviour, credit card spending and specific product purchases. 

"Purchase-based marketing is now a long-awaited reality for our advertisers, and proudly a first-mover advantage for Westwood One," said Suzanne Grimes, executive vice president of corporate marketing at Cumulus Media and president of Westwood One.

"Radio now offers specificity of audience alongside the biggest reach in media. We are embracing Nielsen’s big data capabilities to enable our advertisers to identify and reach their best customers across every radio format we offer at an extremely high degree of accuracy."