Nielsen, a global leader in audience measurement, data and analytics, and WPP Media have announced a new agreement for audience measurement spanning TV, streaming, audio, and cross-platform ad performance via Nielsen ONE. In addition, WPP Media will gain deeper audience integration capabilities across its operations, as Nielsen’s data will be embedded into WPP’s intelligent marketing platform, WPP Open. These insights will be accessible via Open Media Studio, the platform’s comprehensive, end-to-end media delivery hub.
“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,” said Matt Devitt, head of advertisers and agencies at Nielsen, in a statement. “These new capabilities will help drive interoperability and provide advertisers with more actionable insights to inform their campaign planning and measurement.”
The renewal coincides with Nielsen’s rollout of new technologies designed to capture audiences across a wide range of media, from traditional linear channels to broadband platforms. Its Big Data + Panel national measurement system combines smart TV viewership data with insights from Nielsen’s longstanding consumer panel.
According to Nicolas Grand, WPP Media’s executive director of research and investment analytics,“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.”
Interestingly, the deal comes amid growing scrutiny of Nielsen’s supremacy, as some media buyers voice concerns over inconsistencies between its panel and big data measurements, issues that have caused delays and disruptions in upfront negotiations, putting millions of dollars on the line. Nielsen has been meeting with clients who have raised concerns about differences they notice between Nielsen’s panel-only findings and results formulated via the new technology.
The new collaboration extends Nielsen’s ongoing efforts to work with industry partners to improve interoperability and streamline the media buying and selling process. Its offerings are powered by the Nielsen ID System and person-level data from leading industry panels, supported by the largest big data footprint and the widest coverage across digital, streaming, and connected TV.
