Adsquare and Nielsen expand their data partnership to Australia

Sydney, 26 October, 2021 – Today Nielsen (NYSE: NLSN) and Adsquare 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.  

"Reklamodawcy chcą polegać na zaawansowanych danych i usprawnić proces zakupu i aktywacji takich danych, aby dotrzeć do wysoce sprofilowanych odbiorców i zoptymalizować swoje wydatki bez wysiłku. Udostępnienie im danych Nielsena z pewnością zrewolucjonizuje ich podejście marketingowe" - powiedział Jason Podgoetsky, dyrektor sprzedaży w Australii i Nowej Zelandii w Adsquare. 

"To partnerstwo stwarza wyjątkową okazję dla marketerów, którzy chcą połączyć wysokiej jakości, unikalne dane konsumenckie z możliwościami targetowania opartego na lokalizacji, zapewniając klientom najwyższy poziom wiedzy o konsumentach i pomagając im zoptymalizować inwestycje reklamowe" - powiedział Jonathan Betts, dyrektor wykonawczy ds. rozwoju komercyjnego i strategii produktowej w Nielsen.