Nielsen on Monday announced that its audience segments from the Nielsen Marketing Cloud are now available across the Amazon Ads ecosystem, including the Amazon DSP and the Amazon Marketing Cloud.
The integration, enabled through Zeotap Data Distribution, allows advertisers to use Nielsen’s demographic, behavioural and media-consumption segments to target audiences and measure performance across Amazon’s platforms such as Prime Video, Freevee, Twitch, Amazon.com, Fire TV, Kindle and Alexa.
Nielsen said its segments are backed by its person-level measurement panel and premium third-party data sources, offering what it described as a more accurate understanding of consumer behaviour across devices and channels.
“With our audience segments now in Amazon’s industry-leading advertising ecosystem, we offer marketers one of the industry’s best data capabilities to help further drive marketing ROI,” said Kirsten Cummings, General Manager, Outcomes at Nielsen.
Zeotap Data, which distributes the segments to Amazon DSP, said the partnership strengthens its goal of building and providing effective privacy-first audience data globally. “Distributing best-in-class Nielsen audiences on Amazon DSP is yet another step in fulfilling Zeotap Data’s mission,” said Vishal Tanwar, VP, Partnerships at Zeotap Data.
The collaboration also enables buyers to analyse and collaborate on Nielsen’s data within Amazon Marketing Cloud’s secure clean room.
Nielsen Marketing Cloud provides data-driven advertising tools, including audience insight, data management, media planning and attribution.
