23 May 2024 22:12

Advertising & Marketing

Nielsen and Google Join Forces

To Help Marketers Accurately Measure the ROI of Their Digital Media Investments

Nielsen announced that it has been named to Google’s Marketing Mix Model Partner program. As a preferred partner, this program enables Nielsen to collect Google advertising impression and spend data directly from Google in a standardized, granular and accurate way. Collectively, this combines the power of Nielsen’s Marketing Mix Modeling capabilities and Google’s media data to ensure that advertisers can measure the return on investment (ROI) of their digital investments with precision and confidently understand the drivers of ROI to improve returns year-over-year.

Nielsen’s industry-leading custom marketing mix solution offers advertisers a holistic understanding of what’s driving sales. It takes into account both marketing and non-marketing factors, to truly understand the impact of their activities and how to optimize marketing spend going forward. Advertisers can simulate and optimize marketing budget allocations with Nielsen’s web-based Marketing Planner tool, which informs smarter decisions on where to invest marketing dollars.

“We are excited to be included in the inaugural launch of Google’s Marketing Mix Model Partner program,” says Josh Kowal, senior vice president, Nielsen Marketing ROI. “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.”

“With this new partnership program, we’re excited to work with Nielsen to provide our clients with accurate and independent insight into how their digital ads are performing and delivering a return on investment,” says Babak Pahlavan, senior director product management, Google. “This partnership program will allow us to uphold high standards in data privacy and security while also offering our clients transparency into how these ads are impacting their bottom line.”

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