Nielsen releases audience data platform

Media Data Room has been created using Snowflake’s Media Data Cloud as the underlying platform.

The platform will help change how Nielsen shares audience data with clients, with the first data set made available under Media Data Room being Nielsen Respondent Level Data (NRLD), which is a modelled, representative subsample from 35 million homes for US national linear television.

Clients will be able to access NRLD and query the data for real-time insights.

Srini Varadarajan, chief technology officer for audience measurement at Nielsen, said: “The modernisation of our data architecture in service of delivering analytics to customers in a highly customisable, secure and reliable cloud-based environment is yet another example of how we innovate to serve the complex needs of the media ecosystem.”

Bill Stratton, global head of media, entertainment and advertising at Snowflake, said: “In today’s media ecosystem, advertisers, agencies and media companies all need data collaboration and accessibility in near real-time, all wrapped in a privacy-preserving technology.

“In joining Snowflake’s Media Data Cloud, Nielsen will be delivering the next generation of data products for their clients.”