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Nielsen and Experian Marketing Services Forge Agreement to Bolster Nielsen Online Campaign Ratings

4 minute read | October 2013

Industry Leaders Deepen Relationship, Will Combine Signature Offline and Online Assets for Best in Class Ad Campaign Measurement

NEW YORK – Oct. 21, 2013 – Nielsen and Experian Marketing Services today announced a collaboration to go beyond Nielsen’s established demographics in reporting online advertising audiences. Currently, Nielsen Online Campaign Ratings™ reports on the basis of age, gender and designated market area. This effort will enable Nielsen to explore extending the solution to report campaign audience by additional demographic and lifestyle segments, such as estimated household income range, family size and education level.

From click-through rates and impressions as the primary online metrics just two years ago, the digital ad industry has evolved quickly with the emergence of TV-comparable, audience-driven reach metrics delivered through Nielsen Online Campaign Ratings. The Nielsen and Experian Marketing Services collaboration represents the next stage in the evolution of audience-based buying while complementing traditional demo-based buying and selling. This next phase enables advertisers and publishers to measure specific aggregated audience attributes and behaviors in more detail. The additional audience characteristics are comparable to metrics available for TV, creating greater measurement parity between media channels.

The enhanced Nielsen Online Campaign Ratings offering in development is slated to begin beta testing this fall, with release anticipated in 2014. The Nielsen and Experian Marketing Services collaboration also paves the way for additional demographic data to be integrated into Nielsen Digital Program Ratings, which measures online content, and Nielsen Cross-Platform Campaign Ratings™, which measures the reach of ad campaigns uniquely on TV and online as well as together.

“Our agreement with Experian Marketing Services will further establish Nielsen as the premier provider of campaign ratings for all digital ads. Clients will be able buy, sell and validate campaigns against a richer and broader demographic set than ever before, thanks to their unparalleled insight into consumer offline attributes,” said Megan Clarken, EVP, Global Product Leader, Nielsen. “We are committed to bringing greater accountability to digital ad measurement, building upon the strong foundation of traditional demos as we respond to the industry’s need for television-like guarantees.”

“Through our relationship with Nielsen, Experian Marketing Services’ clients are able to continue using our rich database for audience creation and cross-channel precision marketing, while now adding the ability to connect it to a global gold standard of measurement for online campaigns,” said Matt Seeley, president of Experian Marketing Services. “Nielsen’s leadership in cross-channel measurement combined with Experian Marketing Services’ consumer insights and precision marketing capabilities gives advertisers the ability to use vivid, detailed descriptions of their audiences seamlessly across advertising campaigns.”

Experian Marketing Services has been a trusted industry choice, helping online advertisers achieve their marketing goals. Many of the world’s largest advertisers use its data and linkage solutions, predictive analytics, and expert ad operations to create, test and reach online audiences.  In the US alone, its database reaches 98 percent of the US market, covering more than 299 million U.S. consumers and 110 million U.S. households, with more than 3,500 known attributes.

Clarken continued, “In addition to market-leading knowledge bases, both Nielsen and Experian Marketing Services have a strong dedication to privacy. In keeping with that tradition, Nielsen has consulted with privacy advocates and will continue to work with them to ensure our products meet or exceed industry privacy standards.”

This agreement further strengthens a longstanding relationship between Nielsen and Experian Marketing Services.


Nielsen Campaign Ratings delivers clients comprehensive, comparable metrics for TV and online advertising campaigns. Part of the Nielsen Campaign Ratings product suite, Nielsen Online Campaign Ratings combines Nielsen’s Cross-Platform Homes panel data with aggregated, privacy-protected demographic information from participating online data providers. Campaign reporting is available the day after the launch of a campaign, providing vital delivery information in-flight to both advertisers and publishers. Nielsen Cross-Platform Campaign Ratings, also part of the suite, draws upon Nielsen Online Campaign Ratings as well as Nielsen’s proprietary TV data to deliver unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising.


Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit


Experian Marketing Services is a global provider of integrated consumer insight and targeting, data quality and cross-channel marketing. We help organizations around the world intelligently interact with today’s dynamic, empowered and hyperconnected customers. By coordinating seamless interactions across all marketing channels, marketers are able to plan and execute superior brand experiences that deepen customer loyalty, strengthen brand advocacy and maximize profits.

For more information, please visit


Nielsen: Anne-Taylor Adams; 646.654.5759; annetaylor.adams@nielsen.comExperian Marketing Services: Matt Tatham; 212.380.2939;