
Nielsen is starting up a cloud-based tool for marketers to manage their marketing spending across all media.
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.