WPP Media has agreed to integrate Nielsen's advanced audiences into its systems, enhancing the planning and measurement capabilities for advertisers. This collaboration aims to create a more effective and interoperable ecosystem for optimizing campaign performance. Nielsen has introduced technologies to count viewers across different media, including insights from smart-TVs, while addressing client concerns regarding discrepancies in viewing data. The partnership aligns with Nielsen’s goal of providing actionable insights through enhanced audience measurement technologies, reinforcing its collaboration with major media buying agencies and advertisers.
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.
Collaborating with leading industry players like WPP Media helps us collectively power the future of audience measurement and technology that actually helps advertisers connect with audiences.
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