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.  

"Os anunciantes querem contar com dados sofisticados e agilizar o processo de compra e ativação desses dados para atingir públicos altamente perfilados e otimizar seus gastos sem esforço. Disponibilizar a inteligência da Nielsen para eles certamente revolucionará sua abordagem de marketing", afirmou Jason Podgoetsky, diretor de vendas da Adsquare para Austrália e Nova Zelândia. 

"Essa parceria cria uma oportunidade única para os profissionais de marketing que buscam combinar dados premium e exclusivos de consumidores com recursos de segmentação baseados em localização, fornecendo aos clientes o mais alto nível de inteligência do consumidor e ajudando-os a otimizar seus investimentos em publicidade", disse Jonathan Betts, diretor executivo de crescimento comercial e estratégia de produtos da Nielsen.