Nielsen and Mediaocean expand audience measurement

Under the collaboration, marketers can create advanced audience segments using Nielsen Audience Builder

Nielsen has announced a collaboration with Mediaocean aimed at improving advanced audience measurement for data-driven television advertising, enabling marketers to apply consistent audience definitions across planning, activation and measurement.

The initiative expands the integration of Nielsen's Big Data + Panel audience measurement solution within Mediaocean's Prisma platform, allowing advertisers to access advanced audience reporting for data-driven linear national TV campaigns.

Focus on audience consistency

Under the collaboration, marketers can create advanced audience segments using Nielsen Audience Builder and view corresponding measurement metrics directly within Prisma.

The companies said the integration is designed to improve interoperability across the advertising ecosystem by enabling a single audience definition to be maintained throughout the campaign lifecycle. The approach supports first-party, third-party and Nielsen-owned audience segments.

By extending audience-based measurement capabilities, advertisers can move beyond traditional age and gender demographics and apply more detailed audience definitions consistently across campaign workflows.

Improving visibility into campaign performance

The integration is also intended to provide greater continuity across data-driven linear television campaigns and improve visibility into multi-screen advertising performance.

Akhil Parekh, chief product officer, Nielsen: "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. 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."

Drew Kane, chief product officer, Prisma: "The big theme here is consistency. As the advertising ecosystem becomes increasingly fragmented, maintaining a consistent audience definition across planning, activation, and measurement has become a challenge. By teaming up with Nielsen, we are helping to create a more connected workflow that brings greater visibility and alignment across the marketing journey."

Automotive and consumer insights added

Alongside the Mediaocean collaboration, Nielsen is expanding integrations with data providers including S&P Global Mobility and MRI-Simmons.

S&P Global Mobility will make audiences from its Polk Automotive Solutions Portfolio available across Nielsen's planning and measurement products. The data is intended to help automotive marketers improve audience targeting and campaign analysis.

The audiences will be accessible through products including Nielsen Audience Builder, Nielsen Media Impact, Nielsen ONE Planning and Nielsen ONE Ads, as well as Nielsen's digital planning and measurement solutions.

Expanded data capabilities for marketers

MRI-Simmons is also extending its relationship with Nielsen to provide survey-based consumer insights within Nielsen ONE planning and measurement tools.

According to Nielsen, the combined integrations are designed to help advertisers improve campaign planning, measurement and optimisation through expanded access to audience data and performance insights.

The new capabilities are scheduled to launch in September ahead of the 2026 autumn television season.

www.nielsen.com

www.mediaocean.com

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