Continuing its goodwill tour to enhance measurement offerings for publishers, agencies and brands, Nielsen has signed a deal with measurement firm Adelaide to incorporate the latter’s attention metrics into the former’s outcomes measurement offering in Nielsen ONE.
In what Nielsen is calling a “strategic collaboration,” Digiday has learned that Adelaide’s AU attention metric is being folded into Nielsen ONE to help customers get closer to determining outcomes — the measurement rallying cry of 2025. It’s the first major audience platform to incorporate Adelaide into its offering, in this case Nielsen’s cross-platform measurement service.
It’s all about being able to better understand campaign effectiveness across reach and attention measurement. Clients want it to know where to invest their marketing dollars, agencies want it to show their clients the choices made are effective, and publishers want it to prove they’re the right destination for those marketing dollars.
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