Nielsen Marketing Cloud will combine currency data and analytics applications into a single destination.
It will allow marketers to plan cross-channel media planning using forthcoming Nielsen Total Audience data and to build audience segments and consumer insights research.
The Nielsen cloud platform will connect to all major media and marketing platforms, including mobile, online, over-the-top TV, video, social media, email and content management systems.
It will have 95% cross-platform capabilities for all U.S. devices.
"Never before has data played a more important role in driving marketing efficiency," stated Mark Zagorski, EVP, Nielsen Marketing Cloud.
For measurement, it can analyze how advertising and content change consumer perception and purchase decisions in real-time and evaluate the effectiveness of spend.
The Nielsen Marketing Cloud’s applications work with
the Nielsen Data Management Platform (DMP) and integrations with over 150 third-party media and content activation and optimization applications.
Nielsen Marketing Cloud builds on its acquisition of data/technology provide eXelate of a year ago.