NEW YORK—Nielsen has launched a data-enrichment solution within Nielsen Marketing Cloud to help publishers and brands combine their customer data with Nielsen's insights inside secure data clean rooms to sharpen ad targeting.
The solution became available on Sept. 15 for Nielsen Marketing Cloud clients in the U.S., Canada and the U.K.
“Every company has valuable customer data, but there is often a massive blind spot about key audience attributes beyond their store, website or platform,” Nielsen Marketing Cloud General Manager Kirsten Cummings said. “For the first time, we’re allowing clients to use our deep Nielsen Marketing Cloud audience intelligence in their own secure cloud environments to build a more accurate picture of that customer so they can better personalize and target their campaigns. This marks the beginning of a broader initiative to make Nielsen Marketing Cloud’s media intelligence more accessible, actionable, and interoperable than ever before.”
In recent years, the industry has seen a shift toward the use of first-party data, which can often be incomplete or fragmented, Nielsen said. The solution will help customers maximize their use of Nielsen Marketing Cloud’s media intelligence database including consumer habits and media consumption data. This results in audience profiles that are ready for targeted campaigns and leads to more accurate segmentation, optimized campaign planning, and better programmatic ad inventory management, Nielsen said.
The solution is backed by Nielsen Marketing Cloud’s intelligence, which has more than 60,000 behavioral, demographic, media consumption and psychographic attributes, the company said. It also utilizes Nielsen Marketing Cloud’s ID spine, which helps resolve device fragmentation so brands can reach the right audience across their screens.
