Nielsen partners on audience measurement with WPP Media
The agreement will see insights from cross-media audience measurement platform Nielsen One integrated into WPP’s Open Media Studio end-to-end media delivery platform, which is part of marketing system WPP Open.
The two businesses said that the new capabilities would help boost interoperability and provide advertisers with actionable insights to inform campaign planning and measurement.
Matt Devitt, head of advertisers and agencies at Nielsen, said that “collaborating with leading industry players like WPP Media helps us collectively power the future of audience measurement and technology”.
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