Nielsen and WPP Media partner to advance cross-platform audience measurement
Nielsen and WPP Media have announced a partnership for cross-platform audience measurement in the US.
The collaboration includes TV, streaming, audio and cross-platform ad performance via Nielsen One.
It will also integrate Nielsen’s data into WPP’s Open Media Studio. The platform is part of the holding group’s AI-driven WPP Open operating system.
The move seeks to enable seamless access to Nielsen’s data through WPP’s media planning and buying processes, with an aim to improve efficiency and targeting capabilities for brands.
“At WPP Media, our priority is equipping clients with the intelligence and tools they need to drive measurable growth,” said Nicolas Grand, executive director of research and investment Analytics at WPP Media. “By integrating Nielsen’s advanced audiences into WPP Open, we’re building a more seamless, interoperable planning and measurement ecosystem that empowers advertisers to optimise performance and accelerate growth.”
Matt Devitt, head of advertisers and agencies at Nielsen, added that the partnership “helps us collectively power the future of audience measurement and technology”.
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