Nielsen and WPP Media have entered a partnership to enhance audience measurement through Nielsen ONE, covering TV, streaming, audio, and cross-platform ad performance. This collaboration includes the integration of Nielsen’s audience insights into WPP’s Open Media Studios platform. The goal is to provide advertisers with actionable insights to improve campaign planning and measurement. Nielsen's outcomes marketplace supports this initiative by providing extensive metrics on brand, sales, attention, and conversion within the Nielsen ONE framework.
"We are thrilled to continue working with WPP Media to provide the most actionable insights across planning, buying, and measurement for brands to make the most informed decisions about their advertising investments," Nielsen advertiser and agencies head Matt Devitt said in a statement.
"At WPP Media, our priority is equipping clients with the intelligence and tools they need to drive measurable growth," WPP's executive director of research and investment analytics Nicolas Grand said in a statement.
"Nielsen's continued innovation in advanced measurement-especially the combination of Big Data with trusted Panel insights-makes them a valued partner in that mission."
"By integrating Nielsen's advanced audiences into WPP Open, we're building a more seamless, interoperable planning and measurement ecosystem that empowers advertisers to optimize performance and accelerate growth."
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