Nielsen, WPP Media Strike New Audience-Measurement Data Agreement

Nielsen and WPP Media said they struck a new agreement for the large media-buying operation to utilize Nielsen’s audience data that will include Nielsen’s tabulation of so-called “advanced” audiences into WPP Media’s systems.

“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,” said Nicolas Grand, WPP Media’s executive director of research and investment analytics, in a prepared statement.

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The renewal comes as Nielsen has introduced new technologies that are meant to count viewers across many different types of media, including linear and broadband. Nielsen’s Big Data + Panel national audience measurement technology relies on information about smart-TV screen viewership as well as the company’s usual panel of consumers. There has been some grumbling about use of the new data, but Nielsen executives believe the new Big Data elements have been accurately reflecting viewing patterns. Nielsen has been meeting with clients who have raised concerns about differences they notice between Nielsen’s panel-only findings and results formulated via the new technology.

“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,” said Matt Devitt, head of advertisers and agencies at Nielsen, in a statement. “These new capabilities will help drive interoperability and provide advertisers with more actionable insights to inform their campaign planning and measurement.”

Nielsen has renewed partnership deals with seven large media buying agencies and at least one large advertiser, according to people familiar with the agreements, and many include integrations that help advertisers track “advanced” audiences, or viewers in categories that are typically based on narrower definitions than age or gender ,and may included buying habits and product preferences.

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