Australia – Nielsen has partnered exclusively with sell-side advertising technology company PubMatic to introduce its audience segments to advertisers and agencies in Australia and New Zealand for the first time.
Under the partnership, more than 10,000 Nielsen audience segments will now be available for digital activation on PubMatic’s sell-side platform across 15 categories, including automobile, finance, retail, entertainment, telecom, and travel. The integration combines Nielsen’s extensive data capabilities with PubMatic’s access to over 1,900 premium publishers, offering advertisers a ready-to-use targeting solution with both reach and precision.
Nielsen’s data is gathered through geo-based online surveys of over 30,000 respondents in Australia and 10,000 in New Zealand, conducted 48 weeks a year. Results are weighted using data from the Australian Bureau of Statistics to ensure a high level of accuracy and representation. PubMatic’s Gen AI-powered platform activates these insights, transforming them into optimised deal packages that reduce time-to-market and enhance campaign performance.
As advertisers deal with more difficulties from scattered media and loss of data signals, this integration is set up to give them direct access to valuable audiences while making the supply chain more efficient. By aligning audience intelligence, campaign planning, and activation in one transparent system, the partnership aims to improve marketing effectiveness and return on investment across the open internet.
Peter Barry, VP commerce and audience solutions at PubMatic, said, “The most immediate challenge facing marketers and agencies is making the most of their ad spend while ensuring quality and performance.”
He continued, “In a landscape where ROI reigns supreme, and marketers need to ensure ad budgets have maximum impact and minimum wastage, our platform gives advertisers direct access to premium inventory combined with powerful audience signals, so every dollar goes further. That’s why we’re delighted to partner with Nielsen—together we’re bringing Australian and New Zealand advertisers a future-proof, data-driven solution that turns precision targeting into real business outcomes.”
The partnership enables advertisers and agencies to target audiences based on ownership, intent, socio-demographic, and psychographic insights, improving campaign efficiency and effectiveness. By connecting audience intelligence with Consumer & Media Insights (CMI) data, campaign planning, and digital activation, the collaboration aims to deliver end-to-end value for brands.
Ella Gribben, Pacific commercial director at Nielsen, added, “We’re committed to helping advertisers and agencies navigate not only a shifting media ecosystem but also the evolving regulatory landscape.”
“That’s why we chose PubMatic as our exclusive sell-side partner. By seamlessly integrating Nielsen’s comprehensive Audience Segments into PubMatic’s platform, we’re empowering brands with actionable, privacy-compliant insights that drive meaningful engagement, maximise ad efficiency, and future-proof marketing strategies amid shifting regulatory landscapes. Ultimately, this collaboration helps advertisers connect more authentically and effectively with their audiences at scale,” Gribben further explained.
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