Interviews, insight & analysis on Ecommerce

Nielsen and Pubmatic announce data collaboration

Nielsen and PubMatic announced today that Nielsen’s audience data is now available through PubMatic’s Audience Encore™ permitting advertisers to buy premium omnichannel inventory layered with quality data for precision targeting and better performance.

Brands can benefit from PubMatic’s extensive reach, enabling advertisers to engage audiences wherever they may be across all digital channels. Through this collaboration, brands may now access Nielsen’s premium audience data, along with insights into consumer behaviour, preferences, and purchasing decisions. Nielsen’s rich audience data has a unique breadth and depth and includes proprietary fast-moving consumer goods (FMCG) data, credit card transaction data, psychographic data, intent, and interest data.

Nielsen’s data may be delivered through PubMatic’s Audience Encore™ – an audience platform designed for marketers to transact on unique, addressable audience data across premium omnichannel inventory.

“Brands are constantly competing for consumers’ attention, and audience data and insights play a significant role in engaging consumers when they are most receptive to advertising”, said Maureen Stapleton, International Commercial Leader, Nielsen Marketing Cloud. “With the widespread adoption of premium programmatic deals, the need to package high-quality datasets with premium inventory is bigger than ever. The partnership between Nielsen and PubMatic provides marketers with high level of consumer intelligence while optimising their advertising investments across all the touchpoints on the consumer journey.”

“With Nielsen data available through PubMatic’s Audience Encore, our clients can expand their media campaigns and reach new, highly targeted audiences”, said Mark Williams, Director, EMEA – PubMatic Audience and Data Solutions. “Our goal is to fundamentally change the way marketers and data owners transact on audience data by giving more control to the data owner and better return on investment (ROI) for the advertiser. For retail brands, this provides an exciting opportunity to engage consumers in the run up to key shopping periods, such as Black Friday and Cyber Monday, to ensure they are top-of-mind when consumers look to purchase

News

More posts from ->

Related articles

Marketing

The true cost of price cutting

Long-term unplanned price-cutting risks the financial security of retailers and producers, leading to even more problems for consumers as competition and choice disappear. The reality is that cutting prices can create a whole suite of issues for retailers and consumers alike

Marketing

Three reasons why brands should stop using discount codes

The central purpose of using discount codes with influencers has been to promote measurement, which has been shown to be flawed – evaluating influencer marketing based on discount code sales does not provide an accurate picture of the channel’s effectiveness and value. Marketers need to rethink their approach.

Marketing

Running a Luxury Brand Like a Formula 1 Team: Using Data for Optimal Performance

For all luxury brands, there are lessons to be learned from F1, whether the brand chooses to partner with a team or not. F1 teams have become luxury brands in their own stead, with much of the driving force being their ability to harness vast amounts of data to optimize their performance, providing insightful lessons for the luxury retail sector.