Nielsen is partnering with data collaboration platform LiveRamp to power audience planning and measurement in Nielsen ONE. The partnership will connect first- and third-party data sources via LiveRamp to Nielsen’s advertising suite. The deal includes LiveRamp’s RampID identity graph, enabling advertisers to build and evaluate audiences at scale for cross-platform campaign planning and measurement.
Only two years after embarking on an initiative to enable advertisers to manage and measure ads across online and offline channels, the ANA has declared the system independent. The new company, Aquila, will continue to help marketers manage reach and frequency across all media platforms. It is already working with Accenture on technical requirements and Kantar Media on developing a new cross-media consumer panel for calibration.
Retail media network campaign measurement and optimization can now be centralized on NEON, Night Market’s single platform offering the first standardized measurement capability across networks. This will enable comparative evaluation of ROI, a particular challenge in the fragmented retail media universe.
Amazon advertisers can now measure results outside of Amazon stores using a new service from Stackline and Gigi. Gigi will enable unified audience buying for Amazon Marketing Cloud and Amazon DSP, which run ads in Amazon’s online stores and streaming TV channels such as Prime Video. Stackline’s panel-based multi-retailer attribution will track customer behavior across Amazon, Walmart, Target, and other major online or in-store retailers.