What's Happening?
Nielsen Marketing Cloud has become available on InfoSum, allowing users in the U.S., Canada, and the U.K. to access Nielsen's data directly. This collaboration, effective from August 20, aims to enhance advertisers, agencies, and publishers' first-party data strategies by leveraging Nielsen's proprietary data sets. The integration offers functionalities such as ID graph and audience segments, enabling better insights, audience enrichment, and look-alike modeling under strict privacy protocols. Marc Cestaro, SVP of North America sales at InfoSum, emphasized the innovation and expertise of Nielsen Marketing Cloud in helping brands understand and engage their audiences. Kirsten Cummings, general manager of Nielsen Marketing Cloud, highlighted the importance of data collaboration platforms in enriching and sharing data while maintaining consumer privacy.
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Why It's Important?
The integration of Nielsen Marketing Cloud with InfoSum represents a significant advancement in data management and audience targeting for marketers. By combining Nielsen's comprehensive data sets with InfoSum's privacy-first infrastructure, advertisers and publishers can achieve richer insights and more effective audience engagement strategies. This collaboration is crucial for businesses aiming to enhance their marketing processes while adhering to privacy standards. The partnership empowers brands to elevate their strategies and reach their intended audiences more effectively, potentially leading to increased business growth and consumer engagement.
What's Next?
As the collaboration progresses, advertisers and publishers are expected to leverage the enhanced data capabilities to refine their marketing strategies further. The integration may lead to the development of new audience targeting models and marketing intelligence tools, driving innovation in the industry. Stakeholders will likely monitor the impact of this partnership on consumer privacy and data management practices, ensuring compliance with privacy regulations while maximizing the benefits of the collaboration.
