Nielsen Seeds Cloud With Marketing Data

Tools give clients ability to plan, launch, analyze campaigns

Nielsen, looking to make its data more useful and easier to access, is introducing a marketing cloud.

The cloud comes with tools that let marketers plan campaigns, activate them and then analyze the results. One tool would let cloud-users execute programmatic buying.

The announcement comes at a time when Nielsen is being challenged by a new rival, comScore, which moved into the TV market by acquiring Rentrak earlier this year. Both measurement firms are racing to provide cross-platform ratings that will tell clients how many people are watching programming regardless of platform or device.

The firms are also being pushed to provide not just viewing data but information about viewers that goes beyond simple demographics and can help point ad campaigns toward people who buy certain products.

"It’s a job in itself to turn big data into smart data, and we do that very well,” said Megan Clarken, president of product leadership at Nielsen. “If we take the heavy lifting off marketers from having to try to weave their way through big data sets, then we’re alleviating the pressures of their jobs in an ecosystem that is getting extremely complex and difficult to navigate.”