PubMatic has formed a strategic partnership with Nielsen to bring Nielsen's Audience Segments to advertisers and agencies in Australia and New Zealand.

This collaboration positions PubMatic as the exclusive sell-side partner for more than 10,000 Nielsen audience segments across 15 categories, including automobile, finance, retail, entertainment, telecom, and travel.

Nielsen's data, which is gathered through online surveys of over 30,000 respondents in Australia and 10,000 in New Zealand, is weighted using data from the Australian Bureau of Statistics. The partnership aims to provide advertisers with a targeting solution that combines Nielsen's data with PubMatic's access to over 1,900 premium publishers. This integration is designed to maximise return on investment (ROI) and minimise wastage by aligning audience intelligence, campaign planning, and digital activation.

Peter Barry, Vice President of Commerce and Audience Solutions at PubMatic, highlighted the challenges facing marketers and agencies. "The most immediate challenge facing marketers and agencies is making the most of their ad spend while ensuring quality and performance," Barry stated. "In a landscape where ROI reigns supreme, and marketers need to ensure ad budgets have maximum impact and minimum wastage, our platform gives advertisers direct access to premium inventory combined with powerful audience signals, so every dollar goes further."

PubMatic's platform, powered by Gen AI, enables the quick transformation of insights into optimised deal packages. The collaboration is intended to help advertisers connect more effectively with audiences while navigating a shifting media ecosystem and regulatory landscape. Barry expressed enthusiasm for the partnership, saying, "That’s why we’re delighted to partner with Nielsen - together we’re bringing Australian and New Zealand advertisers a future-proof, data-driven solution that turns precision targeting into real business outcomes."

Ella Gribben, Pacific Commercial Director at Nielsen, also commented on the partnership's significance. "We’re committed to helping advertisers and agencies navigate not only a shifting media ecosystem but also the evolving regulatory landscape," Gribben said. She added, "By seamlessly integrating Nielsen’s comprehensive Audience Segments into PubMatic’s platform, we’re empowering brands with actionable, privacy-compliant insights that drive meaningful engagement, maximise ad efficiency, and future-proof marketing strategies amid shifting regulatory landscapes."

PubMatic, an independent technology company focused on the digital advertising supply chain, was founded in 2006. Nielsen is recognised globally as a leader in audience measurement, data, and analytics. The partnership between these two companies is set to enhance audience targeting capabilities for advertisers in Australia and New Zealand, leveraging Nielsen's extensive data and PubMatic's technological platform.