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Nielsen and Google Join Forces to Help Marketers Accurately Measure the ROI of Their Digital Media Investments

2 minute read | April 2017

New York, NY – April 19, 2017 – Nielsen (NYSE: NLSN) announced today 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.”

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance.  Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit


Genevieve Aronson,, 646-654-5742Leslie Pitterson,, 917-562-0715