Nielsen Debuts AI Tool For Cross-Platform Ad Analysis.

Nielsen has introduced Ad Intel AI, a new artificial intelligence-powered version of its advertising intelligence platform designed to help marketers, agencies and media companies analyze advertising activity across multiple media channels from a single interface.

The company says the new platform combines advertising intelligence with generative AI to organize fragmented data and provide users with faster access to competitive information, campaign analysis and market trends. Nielsen says the product is intended to reduce the time required to search through large advertising datasets by allowing users to ask questions in natural language rather than relying on traditional dashboards or manual reporting.

According to Nielsen, Ad Intel AI is designed to identify trends, summarize advertising activity and generate insights that would otherwise require extensive manual analysis. The company said the platform can answer complex business questions, provide summaries of competitive activity and help users discover emerging opportunities through conversational AI.

"The AI race relies on the most accurate data and that's what Nielsen owns," said Nielsen Chief Product Officer Akhil Parekh. "We are the keepers of one of the largest studies of human behavior ever assembled, having captured how people spent their time for several decades. By combining AI with the industry's most accurate and comprehensive data, we turn media fragmentation into market certainty. AI is the mechanism by which we will become faster, more accurate, more personalized and more indispensable to the clients who rely on us for media intelligence to drive their business."

Nielsen says that the platform draws on data from its Ad Intel service, which tracks advertising across television, digital media, audio, print, cinema and out-of-home channels in numerous markets worldwide. The company has expanded the platform in recent years to include additional digital and connected television capabilities as advertisers shift more spending to streaming and other digital platforms.

The company said users will be able to conduct research more efficiently by requesting summaries of market activity, identifying competitive advertising patterns and comparing campaigns without manually filtering large datasets. Nielsen said the AI system also can recommend follow-up questions to help users explore advertising trends in greater depth.

Nielsen said Ad Intel AI is available as part of its Ad Intel advertising intelligence platform.