アドスクエアとニールセン、データ提携をオーストラリアに拡大

Sydney, 26 October, 2021 – Today ニールセン (NYSE: NLSN) and アドスクエア announced a data partnership in Australia, enabling businesses to leverage premium data to reach hyper-relevant audiences at the right mobile moments, in a privacy-friendly way.  

Nielsen currently supplies the online programmatic ecosystem with premium owned and operated audience data and insight into consumers, making audience segments available for activation across a number of different online marketing channels including display, video, native, and audio. What makes Nielsen’s rich audience data so unique is the breadth and depth of categories, highlights of which include media habits, attitudes, psychographics, lifestyle and purchase intention of Australian audiences sourced through the Nielsen Consumer & Media View survey, as well as an extensive amount of behavioural intent and interest data sourced from Nielsen’s publisher network. 

Adsquare makes Nielsen data actionable through its self-service Audience Management Platform (AMP), a tool that gives advertisers access to multiple data dimensions for more effective planning, targeting, and measurement. Adsquare´s AMP puts advertisers in control and gives them full transparency for audience creation, data buying, and activation – via Adsquare’s pre-bid integrations with global leading DSPs – for more precise campaigns and higher ROI. Adsquare´s data-driven marketing solutions and Nielsen´s data are based on privacy-by-design principles and are fully compliant with privacy legislation and regulations, such as GDPR, a key asset in today´s privacy-first advertising ecosystem. 

By leveraging Adsquare’s granular visit data and top-quality places data combined with Nielsen’s intent and preference data, clients are able to create unique geo-behavioral audience segments, available on Adsquare´s AMP as Place Visits. By attributing past visits to precise 2D polygons of buildings, advertisers can better reach audiences with a specific brand affinity or intent for purchase. For example, auto brands can bolster their media campaigns by targeting SUV intenders who have visited competing car dealerships.  

「広告主は、洗練されたデータに依存し、そのようなデータの購入と有効化のプロセスを合理化することで、高度にプロファイルされたオーディエンスにリーチし、支出を簡単に最適化したいと考えています。ニールセンのインテリジェンスを利用できるようにすることは、彼らのマーケティングアプローチに革命をもたらすでしょう。 

「ニールセンのコマーシャルグロース＆プロダクトストラテジー担当エグゼクティブディレクター、ジョナサン・ベッツ氏は、「このパートナーシップは、プレミアムでユニークな消費者データとロケーションベースのターゲティング機能を組み合わせ、最高レベルの消費者インテリジェンスをクライアントに提供し、広告投資の最適化を支援したいと考えているマーケティング担当者にとって、またとない機会を創出します。