Sydney, Australia – Market measurement firm Nielsen in Australia and adtech PubMatic have recently announced a new data collaboration, which now makes Nielsen’s audience data now available to PubMatic’s Audience Encore™ product, allowing advertisers to buy premium omnichannel inventory layered with quality data for precision targeting and better performance.
PubMatic’s Audience Encore™ is an audience platform designed for marketers to transact on unique, addressable audience data across premium omnichannel inventory.
Through the data collaboration, brands can benefit from PubMatic’s extensive reach, enabling advertisers to engage audiences wherever they may be across all digital channels. Furthermore, brands may now access Nielsen’s premium audience data, along with insights into consumer behavior, preferences, and purchasing decisions.
Nielsen’s rich audience data has a unique breadth and depth and includes proprietary fast-moving consumer goods (FMCG) data, credit card transaction data, psychographic data, intent, and interest data.
For Daisy Smith, associate director for Nielsen Marketing Cloud at Nielsen Australia, brands are constantly competing for consumers’ attention, hence audience data and insights play a significant role in engaging consumers when they are most receptive to advertising.
“With the widespread adoption of premium programmatic deals, the need to package high-quality datasets with premium inventory is bigger than ever. The partnership between Nielsen and PubMatic provides marketers with a high level of consumer intelligence while optimizing their advertising investments across all the touchpoints on the consumer journey,” Smith stated.
In a statement, Nielsen stated that their data layered onto PubMatic’s Auction Packages or private marketplaces (PMPs) may benefit advertisers by giving them the ability to leverage data and contextual targeting across premium inventory.
“This can enable advertisers to identify and buy media with the publishers that attempt to attract the most suited, addressable audiences for each brand. This gives advertisers the opportunity to reduce wasted ad spend and focus budget on premium inventory, maximizing the effectiveness of campaigns,” the company said in a press statement.
Meanwhile, Peter Barry, regional director for ANZ and head of audience for APAC at PubMatic, commented, “With Nielsen data available through PubMatic’s Audience Encore, our clients can expand their media campaigns and reach new, highly targeted audiences. 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. For retail brands, this provides an exciting opportunity to engage consumers in the run-up to key shopping periods, such as Black Friday and the run-up to Christmas, to ensure they are top-of-mind when consumers look to purchase.”
The data collaboration recently follows the partnership between NielsenIQ and experience management (XM) company Qualtrics in aiding to create comprehensive brand experience solutions for brands.