尼尔森Ad Intel 利用 "搜索监测 "数据将 "搜索 "作为一种媒体类型推出；BIScience的AdClarity数据提供更可靠的数字指标
New York, NY – Oct. 1, 2020 – Nielsen (NYSE: NLSN) today announced that it is augmenting the U.S. digital capabilities of Nielsen Ad Intel, a market-leading advertising intelligence solution. As part of the enhancements, Ad Intel is expanding its digital footprint by launching search data as a new media type and offering more robust, relevant and richer digital advertising data first for existing mobile, desktop, display and video placements and in the future, for social and in-app platforms. The breadth and depth of the solution enables an increased level of measurement and visibility into advertising spend that is needed in today’s constantly changing advertising models.
随着技术在媒体生态系统中的作用不断巩固，出版商和广告商正在迎接新的广告机会。随着新平台的上线，该行业必须依靠成熟的工具来帮助监控和了解广告活动，从而制定媒体战略，帮助品牌和出版商脱颖而出。市场需求不仅会继续增加，而且还需要更加复杂、可信、高质量和详细的数据。
Ad Intel具有广泛的历史输入、广泛的媒体类别（24 种）和高度的准确性，有助于驾驭复杂的市场环境，并提供可操作的竞争情报，以确定潜在客户、分析品牌战略，并从过去的广告活动中吸取经验教训，为未来做好规划。随着Ad Intel 的增强，媒体买家和卖家可以更灵活、更快速、更轻松地监控、调整和衡量广告效果，并制定更动态的广告计划。Ad Intel 的扩展功能包括
- Search as a Media Type: In today’s fragmented media ecosystem it is important to have a solution that provides a holistic view of all the platforms (TV, radio, digital, print, etc.) where ads are delivered and consumed. Search will now be available as a media type in Ad Intel. To provide search data to its clients, Nielsen is working with The Search Monitor, a leading provider of precision ad intelligence for the search marketer. By having search, Ad Intel subscribers will have real-time market and competitive intelligence across a wide-spectrum of search advertising channels including paid, organic, and product listing ads, across desktop and mobile devices.
- Richer Digital Ad Insights: Digital advertising is a cornerstone of any marketing campaign. The intricacies of the digital advertising marketplace require more dynamic data and insights to capture a true picture of ad performance. Nielsen is supercharging Ad Intel’s digital data capabilities through a collaboration with BIScience and its AdClarity ad intelligence solution. This robust digital data will provide increased coverage by measuring additional sites and advertising types, with more accurate representation of digital ad buys, better industry alignment incorporating innovative methodologies that integrate virtual and human panel data, inclusive of desktop and mobile devices, in a secure, privacy-safe way.
"当今的广告行业既拥挤又复杂。尼尔森广告智能产品高级副总裁希瑟-乔丹（Heather Jordan）表示："品牌、代理商和出版商面临的挑战是如何跟踪广告表现、创意效果和竞争对手，同时发现新受众，这既是一门艺术，也是一门科学。尼尔森广告智能产品高级副总裁 Heather Jordan 说："媒体生态系统最需要的是快速、高质量的数字广告智能数据，以帮助掌握广告费用的使用情况以及如何在未来的广告活动中对其进行最佳优化。来自 BIScience 和 The Search Monitor 的强大数字和搜索数据可确保Ad Intel 客户获得市场上最可靠、最强大和最具代表性的广告情报数据集。
在未来的产品发布中，尼尔森将加入更多增强用户体验的功能，使用户能够更快地访问数据，并为客户提供对报告中创意信息和关键数据元素的更大控制。此外，"Ad Intel 还将推出一些功能，使用户能够测量在社交平台和应用内平台上呈现的显示和视频广告。Ad Intel 的增强功能是尼尔森为行业提供可操作、全面和相关的竞争指标的努力的一部分，有助于为媒体买家和卖家建立一种更加灵活、互联和直观的方式，以评估跨平台的广告效果并做出更加明智的决策。
关于尼尔森
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.
An S&P 500 company, Nielsen has operations in over 90 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
about the search monitor The Search Monitor captures advertising activity on paid search, product listing ads, organic search, and shopping engines worldwide. Search marketers, agencies, and affiliate marketers use The Search Monitor to analyze ads for brand compliance, affiliate / reseller compliance, and competitive insights. The Search Monitor monitors search engines globally, including Google, Yahoo, Bing, Baidu, Yandex, Naver, AOL, Sogou, Haosou, Amazon, and Google Shopping. about Biscience BIScience is a leading provider of digital intelligence and media measurement solutions providing insights to the world’s largest brands, agencies, and top global market research firms. With AdClarity, the world’s most advanced and scalable advertising intelligence platform, BIScience covers 30 global markets and over 1 million advertisers while providing deep insights into brands’ online marketing activities in Display, Video, Social and Mobile apps. Boasted by a hybrid methodology of a growing 5 million human and virtual panels, and powered by advanced AI algorithms, AdClarity monitors and collects advertising data directly from millions of real Desktop, Mobile and Tablet devices to measure the digital ecosystem comprehensively and accurately. Founded in 2010, BIScience is headquartered in Tel Aviv, with offices in New York and Sydney, and backed by WPP, Bain Capital and Viola Venture Capital.
联系方式
尼尔森
高尔基-德洛斯-桑托斯
gorki.delossantos@nielsen.com
