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News 14 Sep 2021 - 1 min read

Nielsen to share audience data with advertisers through PubMatic

By Sam Buckingham-Jones - Senior Writer
Nielsen PubMatic data partnership

“Our goal is to fundamentally change the way marketers and data owners transact on audience data by giving more control to the data owner and better return on investment (ROI) for the advertiser," PubMatic's Peter Barry says.

PubMatic and Nielsen have joined forces to offer a cookie-less targeting solution for advertisers wanting to target specific audiences. Nielsen has added its audience data to PubMatic’s Audience Encore platform.

What you need to know:

  • PubMatic has partnered with Nielsen to add Nielsen’s audience data to PubMatic’s Audience Encore platform, allowing advertisers to buy premium inventory with quality data for targeting.
  • Nielsen’s audience data includes credit card data, FMCG data, and intent and interest data.

Data and analytics firm Nielsen and supply-side platform PubMatic have announced a data sharing collaboration, allowing advertisers to buy ads layered with quality audience data.

Brands will be able to purchase omnichannel inventory through PubMatic’s Audience Encore platform informed by Nielsen’s audience data, which includes fast-moving consumer goods data, credit card transaction data, psychographic data, and intent and interest data.

Daisy Smith, Associate Director of Nielsen Australia’s Marketing Cloud, said the partnership should allow brands to target their audiences when they are most receptive. Peter Barry, PubMatic APAC’s ANZ Regional Director, said his goal was to give more control of data back to the data owner and improve return on investment for the advertiser.

 

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