Key Points
- Nielsen and Mediaocean are expanding their partnership to embed advanced audience measurement directly into media planning workflows.
- The integration enables advertisers to define audiences once using Nielsen tools and seamlessly apply and measure them within Mediaocean’s Prisma platform.
- The collaboration is designed to improve consistency across planning, activation and measurement as campaigns span increasingly fragmented media environments, Nielsen said.
Nielsen and Mediaocean are deepening their partnership with a new integration designed to bring advanced audience measurement directly into media planning and buying workflows, as advertisers increasingly move beyond traditional demographic targeting.
In an announcement on Thursday, the companies said Nielsen will provide reporting on advanced audience segments for data-driven linear television campaigns through Mediaocean’s Prisma platform, a widely used media investment management system.
The integration is intended to give advertisers a more consistent way to define, activate and measure audiences across campaigns. Marketers will be able to create audience segments using Nielsen Audience Builder and view corresponding measurement metrics directly within Prisma.
The collaboration reflects a broader industry push toward interoperability as media buyers seek to maintain consistent audience definitions across planning, activation and measurement processes.
“Advertising’s next frontier will be built on true interoperability — not just data sharing, but a consistent audience definition that travels from planning all the way through to measurement,” Akhil Parekh, the Chief Product Officer at Nielsen, said in a statement on Thursday. “Together with Mediaocean, we’re giving marketers exactly that: the ability to define audiences once and then to carry that precision across the entire campaign lifecycle.”
The companies said the integration will help advertisers move beyond age- and gender-based demographic targeting by supporting first-party, third-party and Nielsen-owned audience segments throughout the advertising workflow.
Mediaocean Chief Product Officer Drew Kane said maintaining audience consistency has become increasingly difficult as advertising campaigns span a growing number of platforms and distribution channels.
“As the advertising ecosystem becomes increasingly fragmented, maintaining a consistent audience definition across planning, activation and measurement has become a challenge,” Kane affirmed on Thursday. “By teaming up with Nielsen, we are helping to create a more connected workflow that brings greater visibility and alignment across the marketing journey.”
The announcement also includes expanded integrations with third-party data providers: S&P Global Mobility will make its Polk Automotive Solutions audience segments available across Nielsen’s planning and measurement products, including Nielsen Audience Builder, Nielsen Media Impact, Nielsen ONE Planning and Nielsen ONE Ads. The data is designed to help automotive marketers identify and reach consumers using vehicle ownership and transaction information.
MRI-Simmons is also expanding its relationship with Nielsen, providing additional survey-based consumer audience insights that will be integrated into Nielsen ONE planning and measurement tools.
Together, the additions are intended to improve campaign planning, measurement and optimization by providing advertisers with more granular audience data and a unified framework for evaluating performance across screens.
