Nielsen and Acxiom Partner to Enhance Connectivity for Advanced Audiences

Nielsen, a global leader in audience measurement, data, and analytics, has announced a strategic collaboration with Acxiom, the connected data and technology foundation for the world’s top brands and agencies. Through this partnership, Nielsen will integrate Acxiom Real ID™ into the Nielsen ID system, enabling agencies and marketers to seamlessly leverage Real ID audiences within Nielsen ONE for cross-platform and data-driven linear media campaigns.

Industry-First Integration for Greater Precision and Scale

The integration of Acxiom Real ID with Nielsen marks a groundbreaking industry first. IPG marketers and agencies now have the capability to identify, reach, measure, and optimize messaging and media experiences with greater precision and scale, ensuring they connect with the audiences that matter most.

Keith Camoosa, Chief Product and Technology Innovation Officer at Acxiom, highlighted the significance of this advancement: “As the media marketing industry continues to mature, modern marketers require the ability to fluidly execute and measure their marketing investments against real people across all platforms and channels. For too long, marketers have been forced to accept flawed metrics—clicks that don’t relate to incremental sales or brand effects, bots that mimic engagement, and partner-by-partner measurement that cannot be deduplicated or actioned at scale efficiently. With Nielsen ONE and Acxiom Real ID, modern marketers now have a data-driven approach to identify, plan, measure, and optimize media and messaging against real people, not proxies.”

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Unlocking the Power of First-Party Data

By integrating with Nielsen ONE, Acxiom clients can securely activate their first-party data assets at scale for brand awareness, acquisition, and loyalty marketing initiatives. This solution allows marketers to continue leveraging their preferred data connectivity methods and technology platforms while optimizing audience engagement.

Matt Devitt, Head of Advertisers and Agencies at Nielsen, emphasized the value of this collaboration: “Modern marketers are focused on increasing mental availability of their brands, and that starts with reaching the right audience. We’re excited to bring this new integration to life with Acxiom so advertisers can more effectively plan and measure what audiences their campaigns reach. As we continue to innovate our holistic Advanced Audience offerings for the marketplace, identity integrations with ecosystem partners like Acxiom are critical for bringing marketers the capabilities they need to deliver on their growth targets.”

Advancing Innovation in Audience Measurement

This collaboration reinforces Nielsen’s commitment to driving innovation and industry-wide interoperability, simplifying media buying and selling for marketers. Nielsen’s solutions are built on its robust ID System, combined with person-level data from industry-leading panels and backed by the largest big data footprint in the industry. With comprehensive coverage across digital, streaming, and connected TV (CTV), Nielsen continues to provide the most expansive and accurate measurement solutions available.

With this integration, Nielsen and Acxiom are empowering marketers with unparalleled audience insights, enabling them to maximize media investments and drive meaningful connections with consumers.