닐슨, 마케터가 잠재고객 데이터로 거래하는 방식을 변화시키는 PubMatic과의 데이터 협업 발표

LONDON: September 14^th,  2021 – Nielsen and PubMatic announced today that Nielsen’s audience data is now available through PubMatic’s Audience Encore™  permitting advertisers to buy premium omnichannel inventory layered with quality data for precision targeting and better performance.                           

Brands can benefit from PubMatic’s extensive reach, enabling advertisers to engage audiences wherever they may be across all digital channels. Through this collaboration, brands may now access Nielsen’s premium audience data, along with insights into consumer behaviour, 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.  

Nielsen’s data may be delivered through PubMatic’s Audience Encore™ – an audience platform designed for marketers to transact on unique, addressable audience data across premium omnichannel inventory.  

“Brands are constantly competing for consumers’ attention, and audience data and insights play a significant role in engaging consumers when they are most receptive to advertising”, said Maureen Stapleton, International Commercial Leader, Nielsen Marketing Cloud. “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  high level of consumer intelligence while optimising their advertising investments across all the touchpoints on the consumer journey.” 

 “With Nielsen data available through PubMatic’s Audience Encore, our clients can expand their media campaigns and reach new, highly targeted audiences”, said Mark Williams, Director, EMEA – PubMatic Audience and Data Solutions. “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 Cyber Monday, to ensure they are top-of-mind when consumers look to purchase.” 

PubMatic의 옥션 패키지 또는 비공개 마켓플레이스(PMP)에 레이어링된 닐슨 데이터는 광고주에게 프리미엄 인벤토리 전반에서 데이터와 문맥 타겟팅을 활용할 수 있는 기능을 제공함으로써 이점을 제공할 수 있습니다. 이를 통해 광고주는 각 브랜드에 가장 적합하고 도달 가능한 오디언스를 유치하려는 퍼블리셔와 함께 미디어를 식별하고 구매할 수 있습니다. 이를 통해 광고주는 낭비되는 광고비를 줄이고 프리미엄 인벤토리에 예산을 집중하여 캠페인의 효과를 극대화할 수 있습니다.  

이번 협업은 광고주에게 타사 쿠키 없이도 프리미엄 오디언스 데이터를 활용하여 효과적인 타겟팅을 할 수 있는 총체적이고 개인정보 보호에 앞장서는 접근 방식을 제공하려는 PubMatic의 전략을 확장한 것입니다.