• by Joe Mandese , Yesterday

Nielsen and WPP Media this morning announced a deal they said expands the agency holding company's "audience measurement capabilities," including its "interoperable" integration with WPP's "Open Media Studio."

Details were not disclosed and it was unclear at presstime how the deal differs from how Nielsen works with other agency holding companies and whether it provides any unique, exclusive or custom data or insights to WPP Media.

The companies did say that the deal covers audience measurement "spanning TV, streaming, audio, and cross-platform ad performance" via Nielsen's Nielsen One platform.

"By integrating Nielsen’s advanced audiences into WPP Open, we’re building a more seamless, interoperable planning and measurement ecosystem that empowers advertisers to optimize performance and accelerate growth," WPP Media Executive Director of Research and Investment Analytics Nicolas Grand said in a statement.