Nielsen announced a first-of-its-kind data and technology agreement with IPG Mediabrands, the media management and data arm of Interpublic Group, that will greatly enhance their audience discovery, activation and measurement abilities.
The technology integration between Nielsen and IPG Mediabrands will help deliver more effective decision-making about where and when to engage audiences with content and advertising, and on what devices and platforms.
Leveraging Nielsen’s tv viewership and buyer-based audience data, the Mediabrands Data & Technology Team and Nielsen will collaborate on the newest version of the AMP data stack, which already powers UM’s Business Analytics Engine and Initiative’s Accelerator, the planning tools behind the full-service global media and marketing agencies within IPG Mediabrands. This expanded relationship also includes access to Nielsen Marketing Cloud and Nielsen Media Impact tools, which enable media planners to estimate the impact of their plans on audience reach, sales and brand equity before committing investment.
The technology relationship comes on the heels of a new five-year global services agreement between Nielsen and IPG Mediabrands. The agreement includes Nielsen solutions for Local and National TV, Audio, Scarborough, Digital Content Ratings (DCR), SVOD Content Ratings and cross-platform planning licensing. Additionally, the agreement provides the first ever enterprise-wide Nielsen Buyer Insights license.