Partnership brings Nielsen ONE measurement activation directly into XR’s advertising delivery platform.
December 18, 2025 – Nielsen, a global leader in audience measurement, data and marketing intelligence, and XR (Extreme Reach), the leading platform for powering advertising operations, today announced a new collaboration aimed at driving greater interoperability, simplicity and ease of use for marketers and agencies by enabling Nielsen ONE measurement via XR’s ad server.
Producing advertising creative and launching cross-platform campaigns has become more complex, with hundreds of operational steps now sitting between ad production and delivery. XR’s integration with the Nielsen Tagging API aims to remove that complexity, making it faster and easier for brands and agencies to include Nielsen measurement at the point of campaign activation and delivery. Specifically, application of Nielsen tags to digital campaigns will be automated as part of this new workflow.
„Wir freuen uns sehr, unsere langjährige Beziehung zu Nielsen auszubauen, um die Umsetzung von Marken- und Agenturkampagnen durch XR mit Hilfe Nielsen ONE zu optimieren“, so Sherman Li, SVP of Strategic Partnerships bei XR. „Diese Partnerschaft steht für die Mission von XR, die Werbebranche durch erstklassige Lösungen für die Verwaltung von Werbemitteln, Rechte und Bereitstellung sowie durch die Integration mit dem branchenführenden Messdienstleister zu transformieren.“
Diese Integration funktioniert wie folgt: Innerhalb der XR-Plattform können Marketingfachleute nun Nielsen als ihren Messdienstleister auswählen und Nielsen ONE automatisch auf alle von XR bereitgestellten Werbe-Assets oder Kampagnen anwenden lassen. Dadurch entfallen mehrere manuelle Schritte und das Fehlerrisiko wird verringert, sodass Marken und Agenturen Kampagnen schneller durchführen und die Wirkung auf das Publikum mit größerer Sicherheit messen können.
“We listen closely to our customers and the industry when we innovate, and a real, pressing need for them is ad solutions that remove unnecessary work and friction, which is where we and Extreme Reach can help,” said Nichole Henderson, SVP of Global Measurement & Outcomes Product at Nielsen. “Solutions like these help us improve the overall ad ecosystem as well as make us better business partners to our clients.”
Über Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook und Instagram).
Über (XR) Extreme Reach
XR helps brands manage every aspect of their advertising creative, from talent payments and rights to ad delivery, so every ad lands exactly how and where it should. The XR platform powers millions of ad creative assets for the world’s top brands, simplifying how marketers version ads, archive content, deliver campaigns, pay talent, and track usage rights, all while saving time and money. Headquartered in New York, XR also has offices in Canada, Europe, Asia, and Australia. Learn more at www.xr.global.
Media Contacts:
Nielsen
Elaine Wong
elaine.wong@nielsen.com
XR (Extreme Reach)
Salvatore Tuzzeo
sal@fabricmedia.net
