Nielsen eyes more data; inks deal with Pathmatics

Sarah Homewood
By Sarah Homewood | 18 November 2015

Nielsen is ramping up its data capabilities by inking a deal with data tracking specialist Pathmatics.

The deal aims to give marketers detailed advertiser-level impression data on ad creatives from multiple digital devices. According to Nielsen this set of data is a “crucial first step” to developing digital ad spend data by advertiser, by device and by day.

This partnership intends to give the industry more sites, more devices, more flexibility and a better view of digital ad activity, meaning media agencies, advertisers and publishers will be able to analyse ad spend, ad impressions and creatives across multiple devices, from multiple ad formats, including pre-roll video – all at advertiser level.

Head of Nielsen’s media industry group, Monique Perry, said: “This relationship provides our clients with a quality and agile digital ad measurement solution that the industry has been seeking.

“This new alliance will enable our clients to better monitor theirs and their competitor’s digital advertising activity including how it was bought, creative executions coupled with the robust digital spend data coming soon.”

The digital spend data is collected using Pathmatics’ patent pending PathSource technology, which captures advertising activity on more than 1,800 websites visited by Australian's online.

The new digital advertising intelligence will be joined with Nielsen’s ad spend database and classified into more than 1,000 advertiser categories.

Pathmatics will also provide unique data on the programmatic market and identify campaigns bought directly from a publisher or through an ad exchange.

Pathmatics CEO Gabe Gottlieb added: “We are thrilled to work with Nielsen and chose to partner with them for their integrity, independence and commitment to sophisticated ad measurement.

“We are also excited about how Pathmatics can provide unique and comprehensive data inputs to power digital spend measurement across desktop, mobile, tablet, and video channels. Our customers on both the buy and sell side use our data to grow their businesses and claim a unique competitive advantage in the market."

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