New open ecosystem in Nielsen ONE provides more holistic view
of an ad’s outcome and drives better business results for marketers,
continuing Nielsen’s measurement innovation.
NEW YORK, July 31, 2025 – Nielsen, a global leader in audience measurement, data, and analytics, today announced the launch of the Outcomes Marketplace.
这一新的行业创新是一个可互操作的合作伙伴测量生态系统，它将首次在Nielsen ONE 平台上汇集一系列关键的品牌、销售、关注度和转化指标。有了这些新数据，广告商将能更全面地了解广告效果以及到达率和频率数据。
Realeyes, a leader in attention measurement and creative effectiveness, will be the first measurement provider at launch. Their measurement gives clients an understanding of attention and emotive response across platforms, and identify specific elements of the campaign and creative that were most engaging to consumers. Realeyes’s ad scoring also predicts brand sales outcomes, as well as media cost efficiency on social and video platforms.
“Our Outcomes Marketplace is the latest example of how we are innovating to make it easier to measure what truly matters: real business results,” said Nichole Henderson, GM of Global Campaign Analytics at Nielsen. “Working with industry leaders like Realeyes will allow our clients to seamlessly connect powerful metrics for quick, actionable insights of their campaigns’ outcomes, all in an open, interoperable ecosystem. It’s one more way Nielsen is powering the future of measurement.”
"Realeyes首席执行官Mihkel Jäätma表示："所有的广告印象都是不一样的，了解自己的创意优势是了解和管理整个广告活动潜力和绩效的关键。与尼尔森及其新的 "结果市场"（Outcomes Marketplace）合作，将使品牌更容易更好地了解消费者对广告的反应，并更好地了解广告创意对销售结果和CPM的贡献。
由领先的影响者营销平台 Captiv8 提供支持的 Influential 是首批采用尼尔森新的注意力测量解决方案的公司之一，最近利用该工具对创作者营销活动的关键要素的注意力和效果进行了跟踪。
“Nielsen’s attention metrics raise the bar for influencer marketing. We’ve always pushed for deeper, more meaningful measurement and now we can go beyond surface-level metrics to show real campaign impact. It’s a major step forward for brands investing in creators,” said Krishna Subramanian, CEO at Captiv8.
结果市场"（Outcomes Marketplace）现已面向客户开放。尼尔森将在今年晚些时候宣布更多一流的结果测量提供商，这些提供商将提供全方位的营销活动绩效指标，包括广告参与度、受众关注度、品牌认知转变和销售转化率。
This announcement builds on Nielsen’s track record of innovation and collaboration with the industry to build the future of modern measurement. Nielsen’s measurement is powered by person-level data from panels of over 1.2 million individuals and backed by the scale of the industry’s largest big data footprint and broadest coverage across digital, linear, streaming, and CTV. The company also recently launched the second edition of its Ad Supported Gauge, which provides advertisers with the most comprehensive share of viewing on ad-supported platforms.
关于尼尔森
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, 在 Facebook 上 和 Instagram).
关于 Realeyes
Realeyes 可测量和预测人们在观看内容并与之互动时的注意力和情绪反应。Realeyes 的技术将面部编码应用于预测性大数据分析，从而推动业务成果。Realeyes 的性能评分和建议建立在一个不断增长的真实数据集上，该真实数据集包含超过 1800 万个人类观察数据，映射了 90 个国家/地区超过 3500 亿帧视频的注意力和情绪。
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