New partnership signed between Nielsen and WPP Media for audience measurement services
In a significant move, Nielsen's advanced audiences have been integrated into WPP Open, marking a crucial step in WPP Media's mission to equip clients with the intelligence they need for successful advertising campaigns. This collaboration is set to power the future of audience measurement and technology.
The partnership between Nielsen and WPP Media aims to provide actionable insights across planning, buying, and measurement, with a focus on TV, streaming, audio, and cross-platform ad performance via Nielsen ONE. The new agreement includes the integration of Nielsen's insights into Open Media Studio (OMS), an end-to-end media delivery platform within WPP Open.
Matt Devitt, Head of Advertisers and Agencies at Nielsen, expressed his excitement about continuing the collaboration with WPP Media. Nicolas Grand, executive director of research and investment analytics at WPP Media, reiterated the company's priority to equip clients with tools for measurable growth.
The integration is expected to drive interoperability, providing advertisers with more actionable insights. It will also enable a seamless integration of advanced audiences across the full media workflow, enhancing the efficiency of campaign planning and measurement.
Nielsen values WPP Media's ongoing commitment to innovation in advanced measurement, particularly the combination of Big Data with trusted Panel insights. WPP Media, in turn, appreciates Nielsen's efforts to provide a more seamless, interoperable planning and measurement ecosystem.
The collaboration is intended to help advertisers connect with audiences more effectively, optimize performance, and accelerate growth. It is unclear whether this partnership extends to all WPP agencies or only WPP Media specifically. The new capabilities are expected to offer greater precision and actionable insights for advertisers across multiple media formats.
This partnership reflects ongoing industry trends toward cross-platform measurement interoperability to address the complexity of today’s media consumption and advertising environments. By aligning with WPP’s broader intelligent marketing system, Nielsen and WPP Media aim to position themselves as key players in delivering synchronized audience data and measurement solutions.
[1] WPP Media Press Release: [Link to press release] [2] Nielsen Press Release: [Link to press release] [3] AdExchanger Article: [Link to article] [4] Marketing Dive Article: [Link to article]
- Nielsen's partnership with WPP Media focuses on delivering actionable insights across various platforms such as TV, streaming, audio, and cross-platform ad performance using Nielsen ONE.
- The new agreement integrates Nielsen's insights into Open Media Studio (OMS), an end-to-end media delivery platform within WPP Open, enhancing the efficiency of campaign planning and measurement.
- This collaboration is intended to provide advertisers with more actionable insights, enabling a seamless integration of advanced audiences across the full media workflow and helping them connect with audiences more effectively.
- By aligning with WPP’s broader intelligent marketing system, Nielsen and WPP Media aim to position themselves as key players in delivering synchronized audience data and measurement solutions.
- The partnership reflects industry trends toward cross-platform measurement interoperability to address the complexity of today’s media consumption and advertising environments.
