Nielsen Deal Brings Mobile Data to Marketing Cloud

Nielsen has partnered with mobile data and tech company Bridge Marketing, to add thousands of unique mobile audience segments and more than 400 million mobile device IDs to its Marketing Cloud.

Launched in April, the Nielsen Marketing Cloud integrates the firm's consumer and media data with marketing activation and analytics applications, to help clients manage cross-channel media planning, build audience segments and conduct consumer analysis. The partnership adds Bridge's oneAudience Deterministic Mobile data - including political, automotive and B2B - to Nielsen's Cloud; while Bridge is using the DMP at the Cloud's core to build custom audiences for its clients and manage / activate them across online, mobile and video media platforms.

Damian Garbaccio (pictured), EVP Commercial, Nielsen Marketing Cloud, comments on the deal: 'We're excited to work with Bridge and oneAudience. Our clients get even greater access to deterministic mobile audiences and our data management platform will help Bridge to not only customize and manage segments on behalf of its largest clients, but also activate them at scale across all programmatic media'.

Web site: www.nielsen.com and www.thebridgecorp.com .