Home Digital Marketing CPG, TV Measurement Clients Fuel Nielsen Marketing Cloud’s Growth

CPG, TV Measurement Clients Fuel Nielsen Marketing Cloud’s Growth

SHARE:

Nielsen’s specialty is media measurement, not mar tech.

But a slew of new Nielsen Marketing Cloud wins may help change that perception.

Despite the presence of data management platforms from Salesforce, Adobe and Oracle, Nielsen Marketing Cloud just had its largest-ever quarter for new DMP client wins since it acquired eXelate in 2015.

CPG marketers were a large part of the success, said Damian Garbaccio, EVP of the Nielsen Marketing Cloud. He’s taking over for Mark Zagorski, who became CEO of Tremor in June.

“It was a little fortuitous that five to six of the largest top-20 CPGs all happened to do RFPs for DMPs in the first year of our acquisition,” said Garbaccio.

Garbaccio, the former eXelate CRO, now reports directly to Nielsen’s US Media president, Lynda Clarizio.

But Nielsen Marketing Cloud didn’t always sit under Clarizio’s commercial team – it recently transitioned from the product leadership group manned by Nielsen product maven Megan Clarken.

That transition helped spur Nielsen Marketing Cloud’s DMP wins because it could now access Nielsen Watch clients who use the measurement company’s ratings system.

For instance, it recently secured audio network Westwood One and Panoply Media, a podcasting company backed by local-TV station owner Graham Holdings, as clients.

Also, Nielsen Marketing Cloud was able to connect product strategy and development more closely to commercial delivery and sales.

“Lynda Clarizio’s group is really connected to brands, agency teams, media platforms and social clients directly, so in that respect, we’ve been working more in tandem on the product leadership, strategy and commercial sides,” Garbaccio said.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

However, new Nielsen Marketing Cloud sales opportunities aren’t limited to Nielsen’s Watch business.

Garbaccio said about half of DMP/Nielsen Marketing Cloud clients are also Nielsen Buy clients who purchase shopper or consumer insights data but don’t necessarily license its tech.

And because many CPG companies can’t access first-party data (that data typically stays with the retailer), they often fill in the gaps with Nielsen Catalina’s purchase data on 140 million individuals.

Tying in this data lets Nielsen offer better pricing and efficiency to clients, since it rolls in data and measurement with technology.

And it’s that combination of data, attribution and measurement that has helped Nielsen Marketing Cloud win more RFPs, Garbaccio said.

Nielsen Marketing Cloud next hopes to connect to more Nielsen measurement products, such as its sales effectiveness tools, Digital Ad Ratings (DAR) and the Nielsen Media Impact tool for ad buyers, the latter of which just rolled into Garbaccio and his team’s purview.

“The goal is to have a single Nielsen measurement and mar tech tagging structure to allow all our products to coexist,” Garbaccio said.

Although those integrations could take upward of six to 12 months, Garbaccio is optimistic Nielsen can execute.

“We need these data and measurement products to be easy for clients to consume,” he said. “That means implementing a universal tag and always-on measurement, [so when tagging a site] all of that impression-level data can be captured so any time the client runs a multitouch attribution or DAR study, they have that information in real time.”

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.