• by Wayne Friedman , August 13, 2018

Nielsen and J.D. Power are starting Nielsen Auto Cloud -- a service combining audience data from Nielsen with buyer insights from J.D. Power.

Nielsen Auto Cloud will offer exclusive research from J.D. Power’s vehicle sales data.

The companies say it can target audiences and help personalize advertising; plan car-buying audiences across TV and digital; and measure return-on-investment marketing spend.

The deal will also provide omnichannel advertising and campaign measurement tools for automotive advertisers, agencies and media owners.

The Nielsen Auto Cloud’s frequency management and in-flight analytics will help clients measure and control how often and what types of ads people see throughout the life of a campaign.

Arun Kumar, global chief data-marketing technology officer of IPG, stated that the deal will add to its audience measuring efforts, helping to target car-buyers based on various criteria, including their brands, car models, styles and features.