Nielsen Launches 'First-Ever' Audio DMP

Nielsen has launched what it describes as the first-ever audio data management platform (DMP), which connects radio formats to real off-line purchase data for 'highly specific radio audience targeting'.

US radio network Westwood One is already using Nielsen's Marketing Cloud to connect listening audiences with purchasing data across CPG, retail, auto and other verticals. Advertisers can view reports indexing all Westwood One's programming and radio formats against their prospective customers' demographics, personalities, TV viewing habits, digital behavior, credit card spending and specific product purchases.

The new Nielsen DMP links audience data from the firm's Portable People Meter (PPM) and Westwood One's proprietary streaming audio data, with a wide range of other Nielsen data assets in real-time. These include Nielsen Catalina Solutions', which provides UPC-level CPG sales data covering 121,000 brands and 184 million individuals; and Nielsen Buyer Insights purchase data covering $1.2 billion in consumer spending across 125 million US credit cardholders.

Damian Garbaccio (pictured), EVP, Commercial - Nielsen Marketing Cloud, comments: 'Never before have radio audiences been linked to such a rich source of actual purchase data across industries. The Nielsen DMP has the data, analytics and reporting advertisers need to understand and act on incredibly deep consumer insights'.

Web site: www.nielsen.com .