IPG Mediabrands and Nielsen Expand Data Relationship to Enhance Buyer-Based Marketplace
Nielsen announced a first-of-its-kind data and technology agreement with IPG Mediabrands, the media management and data arm of Interpublic Group that will greatly enhance the company’s audience discovery, activation and measurement abilities.
The integration will match millions of IPG Mediabrands’ consumer ids, housed within its Audience Management Platform (AMP), with Nielsen’s extensive TV viewing and purchase behavior insights. This includes purchase-based audience data from a robust set of anonymized frequent shopper cards in the U.S. from Nielsen Catalina Solutions, as well as NBI’s detailed transaction data from over 80% of all U.S. credit cards in the U.S.
The technology integration between Nielsen and IPG Mediabrands will help deliver more effective decision-making about where and when to engage audiences with content and advertising, and on what devices and platforms. Leveraging Nielsen’s TV viewership and buyer-based audience data, the Mediabrands Data and Technology Team and Nielsen will collaborate on the newest version of the AMP data stack, which already powers UM’s Business Analytics Engine and Initiative’s Accelerator, the planning tools behind the full-service global media and marketing agencies within IPG Mediabrands. This expanded relationship also includes access to Nielsen Marketing Cloud and Nielsen Media Impact tools, which enable media planners to estimate the impact of their plans on audience reach, sales and brand equity before committing investment.
“Nielsen is an invaluable strategic partner for us as we continue to build upon our data and technology infrastructure,” said Arun Kumar, Global Chief Data & Marketing Technology Officer, IPG Mediabrands. “This will enhance our targeting capabilities and provides us with the planning tools we need to ensure that our agencies can reach addressable audiences at scale.”
The technology relationship comes on the heels of a new five-year global services agreement between Nielsen and IPG Mediabrands. The agreement includes Nielsen solutions for Local and National TV, Audio, Scarborough, Digital Content Ratings (DCR), SVOD Content Ratings and cross-platform planning licensing. Additionally, the agreement provides the first ever enterprisewide Nielsen Buyer Insights license.
“We are very excited to help IPG Mediabrands provide its clients with powerful buyer-based segmentation, creating an end-to-end marketing solution for their brand clients,” said Damian Garbaccio, EVP, Nielsen. “This speaks to our ability to customize our unique data assets and software to meet the exact business needs of our agency and brand clients. IPG Mediabrands is now that much closer to truly effective decision making and multiplying the benefits of improved cross-platform audience selection.”