IPG Mediabrands partners with Nielsen for data and technology agreement

The agreement will reportedly enhance IPG Mediabrands' audience discovery, activation and measurement abilities.

IPG Mediabrands, the media management and data arm of Interpublic Group, has announced a data and technology agreement with Nielsen that will reportedly enhance their audience discovery, activation and measurement abilities.

According to the press note, the integration will match IPG Mediabrands’ consumer identity graphs, housed within its Audience Management Platform (AMP), with Nielsen’s TV viewing and purchase behaviour insights. This includes purchase-based audience data from a robust set of anonymised frequent shopper cards in the U.S. from Nielsen Catalina Solutions, as well as NBI's detailed transaction data from over 80% of all U.S. credit cards in the U.S.

The technology integration between Nielsen and IPG Mediabrands will help deliver effective decision-making about where and when to engage audiences with content and advertising, and on what devices and platforms. Leveraging Nielsen’s TV viewership and buyer-based audience data, the Mediabrands Data & Technology Team and Nielsen will collaborate on the newest version of the AMP data stack, which already powers UM’s Business Analytics Engine and Initiative’s Accelerator, the planning tools behind the full-service global media and marketing agencies within IPG Mediabrands. This expanded relationship also includes access to Nielsen Marketing Cloud and Nielsen Media Impact tools, which enable media planners to estimate the impact of their plans on audience reach, sales and brand equity before committing investment.

Arun Kumar, global chief data and marketing technology officer, IPG Mediabrands, says in a press note, “Nielsen is an invaluable strategic partner for us as we continue to build upon our data and technology infrastructure. This will enhance our targeting capabilities and provide us with the planning tools we need to ensure that our agencies can reach addressable audiences at scale.”

The technology relationship comes on the heels of a new five-year global services agreement between Nielsen and IPG Mediabrands. The agreement includes Nielsen solutions for Local and National TV, Audio, Scarborough, Digital Content Ratings (DCR), SVOD Content Ratings and cross-platform planning licensing. Additionally, the agreement provides an enterprise-wide Nielsen Buyer Insights license.

Damian Garbaccio, executive vice president, Nielsen, says, “We are very excited to help IPG Mediabrands provide its clients with powerful buyer-based segmentation, creating an end-to-end marketing solution for their brand clients. This speaks to our ability to customize our unique data assets and software to meet the exact business needs of our agency and brand clients. IPG Mediabrands is now that much closer to truly effective decision making and multiplying the benefits of improved cross-platform audience selection.”

Shashi Sinha, CEO, IPG Mediabrands India, states, “Through our partnership with Nielsen in India we will develop dedicated products for our clients powered by Nielsen’s strength in data and technology. This leads to sharper consumer insights which help create market-leading strategies for our clients.”

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