尼尔森宣布与 PubMatic 开展数据合作，改变营销人员利用受众数据进行交易的方式

LONDON: September 14^th,  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.                           

Brands can benefit from PubMatic’s extensive reach, enabling advertisers to engage audiences wherever they may be across all digital channels. Through this collaboration, brands may now access Nielsen’s premium audience data, along with insights into consumer behaviour, preferences, and purchasing decisions. Nielsen’s rich audience data has a unique breadth and depth and includes proprietary fast-moving consumer goods (FMCG) data, credit card transaction data, psychographic data, intent, and interest data.  

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 Maureen Stapleton, International Commercial Leader, Nielsen Marketing Cloud. “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 Mark Williams, Director, EMEA – PubMatic Audience and Data Solutions. “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 Cyber Monday, 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。