애드스퀘어와 닐슨이 호주로 데이터 파트너십을 확대합니다.

Sydney, 26 October, 2021 – Today 닐슨 (NYSE: NLSN) and 애드스퀘어 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.  

"광고주는 정교한 데이터에 의존하고 이러한 데이터의 구매 및 활성화 프로세스를 간소화하여 관심도가 높은 잠재고객에게 도달하고 손쉽게 지출을 최적화하기를 원합니다. 광고주들이 닐슨의 인텔리전스를 이용할 수 있게 되면 마케팅 접근 방식이 확실히 혁신될 것입니다." Adsquare의 호주 및 뉴질랜드 영업 이사 제이슨 포드고츠키의 말입니다. 

닐슨의 상업 성장 및 제품 전략 담당 전무이사 조나단 베츠는 "이번 파트너십은 프리미엄의 고유한 소비자 데이터와 위치 기반 타겟팅 기능을 결합하여 고객에게 최고 수준의 소비자 정보를 제공하고 광고 투자를 최적화하고자 하는 마케터들에게 특별한 기회를 제공할 것입니다."라고 말했습니다.