尼尔森推出受众规划师解决方案，用于有效整合第一方数据

新产品使营销人员能够轻松地将自己的数据与尼尔森数据联系起来，从而实现高效的媒体规划和数据驱动的线性营销活动

New York, NY – July 9, 2020 – Nielsen (NYSE: NLSN), a global measurement and data analytics company, today launched Nielsen Audience Planner, an always-on solution that enables first-party audience segments to efficiently flow across systems to serve the various stages of the media planning and buying process. The new product offers marketers the opportunity to reach their most important consumers by performing blind-matches between their first-party data and Nielsen’s world-class panel data with speed and ease, delivering Nielsen’s viewing information in an efficient and relevant manner. 

在过去的十年中，媒体行业要求增加灵活性和工具，以便在广告活动的各个阶段利用可信的第一方和第三方数据。对于数据驱动的线性广告活动而言，利用尼尔森广泛使用的黄金标准测量数据和具有代表性的收视行为来创建第一方受众细分市场，对于媒体策划而言比以往任何时候都更为重要。尼尔森受众规划师确保了创建高级受众的一致性、效率和简便性，并为广告主提供了与传统年龄和性别购买相同的信心，以规划数据驱动的线性交易。该产品还允许广告代理公司、营销人员和出版商创建以战略性、行动导向型消费者为重点的媒体计划，以提高广告支出回报率、提高效率并消除浪费。 

“Our clients have invested a tremendous amount of capital into their proprietary first-party audience stacks and we want to reduce the friction by allowing effortless planning with such key consumer segments,” said Jay Nielsen, Senior Vice President, Global Media Planning Product, Nielsen. “The idea behind Nielsen Audience Planner is to enable a quicker, more efficient flow of first-party data, while really putting the user experience back into the client’s hands.” 

Audience Planner 的设计是动态的，允许用户在一次性设置后利用特定产品的功能。它能最大限度地利用第一方数据，消除冗余并节省时间。在推出时，该解决方案将以第一方数据上传、访问尼尔森媒体影响（NMI）中的新细分市场以及细分市场导出功能为特色，其中包括：

• First-Party Data Upload: Users can upload first-party audience data and match it to Nielsen’s audience measurement data, resulting in the creation of unlimited audience profiles on-the-fly.  
• Plan in NMI: For NMI subscribers, once new segments are created, they will be automatically available for tactical media planning. 
• Segment Export: Newly created segments can flow seamlessly across multiple systems and workflows including in-house, third-party or Nielsen solutions for further analysis or data-driven linear deals.

在未来，尼尔森将寻求整合各种功能，以加强客户工作流程；例如，"故事搜索器 "功能将为用户提供识别和可视化自定义细分市场媒体故事的能力。 

随着 "受众策划者"（Audience Planner）的推出，尼尔森加强了其开发创新产品的承诺，这些产品简化了媒体策划和购买流程，为营销人员利用尼尔森数据的第一方数据提供了亟需的简便性和效率。