Today, Nielsen and Acxiom announced a new partnership that will sync Acxiom Real ID with the Nielsen ID system, enabling agencies and marketers to seamlessly leverage their Real ID audiences in Nielsen One for cross-platform and data-driven linear media.
Through the collaboration, IPG marketers and agencies will be able to identify, reach, measure, and optimize messaging and media experiences to the audiences that matter most with scale and precision at the audience level.
Nielsen’s advanced audiences are cross-platform and backed by the company’s Big Data + Panel measurement and have broadcast coverage across digital, streaming, and CTV. The firm is also interoperable with onboarding companies like LiveRamp, TransUnion, and Experian so clients can work with their preferred platform.
“As the media marketing industry continues to mature, modern marketers require the ability to fluidly execute and measure their marketing investments against real people across all platforms and channels,” Keith Camoosa, chief product and technology innovation officer at Acxiom, said in a statement.
“For too long, marketers have been forced to accept flawed metrics—clicks that don’t relate to incremental sales or brand effects, bots that mimic engagement, and partner-by-partner measurement that cannot be deduplicated or actioned at scale efficiently,” he added. “With Nielsen One and Acxiom Real ID, modern marketers now have a data-driven approach to identify, plan, measure, and optimize media and messaging against real people, not proxies.”
According to the companies, the integration with Nielsen One further allows Acxiom clients to securely put their first-party data assets to work at scale in media for brand, acquisition, and loyalty marketing while continuing to use their preferred methods for data connectivity and technology of choice.
“Modern marketers are focused on increasing mental availability of their brands, and that starts with reaching the right audience. We’re excited to bring this new integration to life with Acxiom so advertisers can more effectively plan and measure what audiences their campaigns reach,” said Matt Devitt, head of advertisers and agencies at Nielsen.
“As we continue to innovate our holistic Advanced Audience offerings for the marketplace, identity integrations with ecosystem partners like Acxiom are critical for bringing marketers the capabilities they need to deliver on their growth targets.”
According to Nielsen, the team-up with Acxiom builds on the measurement firm’s momentum in innovation and collaborating with the industry to bring enhanced interoperability and simplicity to media buying and selling.
