Nielsen and WPP Media expand audience measurement capabilities

Nielsen and WPP Media have entered into a new agreement that will expand audience measurement across TV, streaming, audio, and cross-platform advertising through Nielsen ONE.

The partnership aims to strengthen campaign planning and performance tracking by embedding Nielsen’s insights within WPP’s Open Media Studio (OMS).

As part of WPP’s broader intelligent marketing system, WPP Open, the integration will allow advertisers to access Nielsen’s advanced audience data across the full media workflow, enabling a more connected and data-informed approach to media planning.

Nicolas Grand, Executive Director of Research and Investment Analytics, WPP Media: "At WPP Media, our priority is equipping clients with the intelligence and tools they need to drive measurable growth. Nielsen’s continued innovation in advanced measurement—especially the combination of Big Data with trusted Panel insights—makes them a valued partner in that mission. By integrating Nielsen’s advanced audiences into WPP Open, we’re building a more seamless, interoperable planning and measurement ecosystem that empowers advertisers to optimize performance and accelerate growth."

The collaboration extends Nielsen’s presence within advertiser ecosystems and supports growing demand for consistent, transparent measurement across digital and traditional channels.

Nielsen’s ID System and person-level panel data will now be integrated into the OMS platform, supported by the company’s extensive big data capabilities and market coverage across digital, CTV, and streaming. These tools are designed to provide more actionable insights for campaign planning and cross-platform performance analysis.

Matt Devitt, Head of Advertisers and Agencies, Nielsen: "We are thrilled to continue working with WPP Media to provide the most actionable insights across planning, buying, and measurement for brands to make the most informed decisions about their advertising investments. Collaborating with leading industry players like WPP Media helps us collectively power the future of audience measurement and technology that actually helps advertisers connect with audiences."

This development builds on Nielsen’s ongoing efforts to foster greater interoperability in the advertising ecosystem, offering simplified tools for media buyers and sellers navigating increasingly complex cross-platform environments.

www.nielsen.com

www.wppmedia.com

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