Nielsen has partnered with a trio of data providers that specialize in specific ad categories like auto and healthcare to allow marketers to better plan, target and measure specific audience segments. Healthcare data provider Swoop, automotive insights specialist Polk Automotive Solutions by S&P Global Mobility and global ad and marketing tech company Epsilon are now feeding data into Nielsen’s product offerings.
In addition to linear TV, Swoop’s data has been integrated into the mix for over-the-air radio and audio, allowing healthcare and pharmaceutical advertisers to make more informed media planning and buying decisions by understanding the unique behaviors of these audiences. Both Cumulus Media and iHeartMedia are already using Swoop data to make its custom patient audiences available for broadcast radio planning, buying and measurement.
Polk Automotive data has been integrated into certain Nielsen offerings, although the company hasn’t indicated if they include audio.
Nielsen has also connected its advanced audience capabilities with global advertising and marketing technology company Epsilon, helping Epsilon's clients use their first-party data to enhance, buy and measure campaigns.
Nielsen says the diversification of its advanced audience’s portfolio into healthcare, automotive and marketing technology “will provide marketers a seamless, unparalleled view of audiences at each step of the media journey once incorporated into Nielsen ONE,” its forthcoming multiplatform media measurement service.
"By incorporating a variety of industries into our already robust advanced audience suite, advertisers and agencies will have unprecedented access to audiences that will help them better plan and execute their media dollars,” said Angela Girardin, Senior VP of Audience Intelligence at Nielsen.