Nielsen and IPG Expand Audience Data Partnership

Nielsen and Interpublic Group's media management and data arm IPG Mediabrands have expanded their existing relationship, aiming to enhance their audience discovery, activation and measurement capabilities.

Through the deal, millions of IPG Mediabrands' consumer IDs, housed within its audience management platform (AMP), will be matched with Nielsen's TV viewing and purchase behavior insights. The latter includes purchase-based audience data from a set of anonymized frequent shopper cards in the US from Nielsen Catalina Solutions, as well as detailed transaction data from more than 80% of all US credit cards, via Nielsen Buyer Insights (NBI). As a result the firms say they can deliver more effective information about where and when to engage audiences with content and advertising, and on which devices and platforms.

The 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. Arun Kumar, Global Chief Data & Marketing Technology Officer at IPG Mediabrands, describes Nielsen as an 'invaluable strategic partner' in a deal which will enhance his firm's targeting capabilities.

Nielsen EVP Damian Garbaccio adds: '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... IPG Mediabrands is now that much closer to truly effective decision making and multiplying the benefits of improved cross-platform audience selection'.

Web sites: www.nielsen.com and www.ipgmediabrands.com .