Weeks after announcing
an expansion of its data licensing deal with WPP Media, Nielsen this morning
announced a deal with recently acquired WPP Media data clean room InfoSum.
The new deal provides InfoSum access to the proprietary data sets via the Nielsen Marketing Cloud,
signaling a broader shift toward cloud-based vertical integration of audience data used to plan and buy media.
Nielsen originally launched its cloud-based approach in 2023 as part of
a deal with another data clean room, Snowflake, enabling customers and their
platforms to access its respondent-level audience data.
advertisement
advertisement
It wasn’t clear at presstime how the new deal with InfoSum differs from WPP Media’s previously announced data
access and integration deal, or whether other peer agency holding companies have comparable access, but in March Nielsen also announced a similar-sounding deal with Interpublic’s Acxiom unit
providing direct access to Nielsen’s “advance audience” data and analytics.
When WPP acquired InfoSum – a company previously run by WPP Media CEO Brian
Lesser, who also held equity in it – it announced that InfoSum would operate as part of WPP Media and could be integral to WPP Open, WPP’s corporate-level operating system powering data,
creative and media across its agencies and clients.
This morning's deal covering its marketing cloud data includes access to "premium third-party" sources that are part of Nielsen's so-called
"identity graph" and audience segmentation tools used to enhance Nielsen's own, first-party data.
"By combining that with InfoSum’s privacy-first infrastructure and secure data
collaboration, this strategic relationship empowers advertisers and publishers to unlock richer, faster, and more privacy-conscious solutions," InfoSum Senior Vice President-Sales North America Marc
Cestaro said in a statement.