Digital advertising technology company PubMatic has partnered with Nielsen to bring audience segments to advertisers and agencies in Australia and New Zealand for the first time.
PubMatic will be the exclusive sell-side partner.
More than 10,000 Nielsen audience segments will be available for digital activation in PubMatic's sell-side platform across 15 categories, including automobile, finance, retail, entertainment, telecom and travel.
Nielsen's data is geo-based and systematically gathered through online surveys of more than 30,000 respondents across Australia and 10,000 respondents across New Zealand, 48 weeks of the year. Results are weighted using data from the Australian Bureau of Statistics.
"The most immediate challenge facing marketers and agencies is making the most of their ad spend while ensuring quality and performance," said Peter Barry, vice president of commerce and audience solutions at PubMatic.
"In a landscape where ROI reigns supreme, and marketers need to ensure ad budgets have maximum impact and minimum wastage, our platform gives advertisers direct access to premium inventory combined with powerful audience signals, so every dollar goes further.
"That's why we're delighted to partner with Nielsen - together we're bringing Australian and New Zealand advertisers a future-proof, data-driven solution that turns precision targeting into real business outcomes."
Ella Gribben, Pacific commercial director at Nielsen, said Nielsen is committed to helping advertisers and agencies navigate not only a shifting media ecosystem but also the evolving regulatory landscape.
"That's why we chose PubMatic as our exclusive sell-side partner," said Gribben.
"By seamlessly integrating Nielsen's comprehensive audience segments into PubMatic's platform, we're empowering brands with actionable, privacy-compliant insights that drive meaningful engagement, maximise ad efficiency and future-proof marketing strategies amid shifting regulatory landscapes."
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