尼尔森宣布与 Pubmatic 开展数据合作，改变营销人员处理受众数据的方式

Sydney, September 14th, 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.                           

品牌可以受益于 PubMatic 的广泛覆盖范围，使广告商能够通过所有数字渠道吸引任何地方的受众。通过此次合作，品牌现在可以访问尼尔森的优质受众数据以及对消费者行为、偏好和购买决策的洞察。尼尔森丰富的受众数据具有独特的广度和深度，包括专有的快速消费品（FMCG）数据、信用卡交易数据、心理数据、意图和兴趣数据。  

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 Daisy Smith, Associate Director, Nielsen Marketing Cloud, Nielsen Australia. “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 Peter Barry, Regional Director, ANZ & Head of Audience, APAC at PubMatic. “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 the run up to Christmas, to ensure they are top-of-mind when consumers look to purchase.” 

将尼尔森数据分层添加到 PubMatic 的拍卖包或私人市场（PMP）中，可使广告商受益，因为他们能够在优质库存中利用数据和上下文定位。这可以使广告商识别并向试图为每个品牌吸引最合适的可寻址受众的出版商购买媒体。这样，广告商就有机会减少广告费用的浪费，将预算集中在优质库存上，最大限度地提高广告活动的效果。  

这项合作拓展了 PubMatic 的战略，即在未来没有第三方 cookies 的情况下，为广告商提供一种全面的、注重隐私的方法，利用优质受众数据进行有效定位。  

PubMatic 通过成为代理机构和广告商首选的 SSP，为出版商带来卓越的收益。PubMatic 的数字广告云基础设施平台使应用程序开发商和出版商能够提高盈利能力，同时使媒体购买商能够通过跨广告格式和设备在品牌安全的优质环境中接触目标受众并吸引他们，从而提高投资回报。自 2006 年以来，PubMatic 不断扩大其自有和运营的全球基础设施，并继续培育程序化创新。PubMatic 的员工分布在全球各地，没有公司总部，在北美、欧洲和亚太地区设有 15 个办事处和 8 个数据中心。