Nielsen and Google in joint digital media ROI measurement
Nielsen has become part of Google’s Marketing Mix Model Partner programme allowing it to collect Google ad impression and spend data.
The company said it will help marketers more accurately measure the return on investment (ROI) of their digital media.
Josh Kowal, senior vice-president, Nielsen Marketing ROI, said: "By working directly with Google, this analytic alliance will give our clients a more comprehensive view of marketing spend outcomes to help make better, faster and more informed decisions."
Babak Pahlavan, senior director product management, Google said: "With this new partnership programme, we're excited to work with Nielsen to provide our clients with accurate and independent insight into how their digital ads are performing.
"This partnership programme will allow us to uphold high standards in data privacy and security while also offering our clients transparency into