A data partnership between Nielsen and German software provider Adsquare will allow Australian advertisers to reach hyper-relevant audiences using premium data, the companies say.
They claim device users will be reached “at the right mobile moments, in a privacy-friendly way”.
Nielsen currently supplies the online programmatic ecosystem with audience data and insight into consumers, making audience segments available for activation across a number of different online marketing channels including display, video, native and audio.
Nielsen claims the breadth and depth of categories – highlights of which include media habits, attitudes, psychographics, lifestyle and purchase intention of Australian audiences sourced through the Nielsen Consumer & Media View survey, as well as an extensive amount of behavioural intent and interest data sourced from Nielsen’s publisher network – make its data unique.
Adsquare will makes the data actionable through a self-service audience management platform which “puts advertisers in control” and provides transparency for audience creation, data buying and activation, thanks to pre-bid integrations with global DSPs.
“Adsquare ́s data-driven marketing solutions and Nielsen ́s data are based on privacy-by-design principles and are fully compliant with privacy legislation and regulations, such as GDPR,” they say.
Leveraging Adsquare’s granular visit data and places data combined with Nielsen’s intent and preference data, clients will be able to create unique geo-behavioral audience segments.
By attributing past visits to precise 2D polygons of buildings, advertisers can better reach audiences with a specific brand affinity or intent for purchase. For example, auto brands can bolster their media campaigns by targeting SUV intenders who have visited competing car dealerships.
Adsquare ANZ sales director Jason Podgoetsky says Nielsen ́s intelligence will revolutionise advertisers’ marketing approach, while Nielsen’s Jonathan Betts says the partnership will create a unique opportunity for marketers.