SYDNEY, AUSTRALIA – 18 November, 2015: Today, Pathmatics and Nielsen announced a cutting-edge alliance that sees Nielsen provide Australian marketers with detailed advertiser-level impression data and ad creatives from multiple digital devices. This new, rich set of data is a crucial first step to developing digital ad spend data by advertiser, by device and by day.
This relationship gives the industry more sites, more devices, more flexibility and a better view of digital ad activity. Media agencies, advertisers and publishers will be able to analyse ad spend, ad impressions and creatives across multiple devices, from multiple ad formats, including pre-roll video – all at advertiser level.
Head of Nielsen’s Media Industry Group, Monique Perry, said Nielsen is eager to give the industry what they have been asking for. “This relationship provides our clients with a quality and agile digital ad measurement solution that the industry has been seeking. Pathmatics brings digital start up speed, cutting-edge innovation and technology which compliments the trust Nielsen provides through being a global, independent company – with a dedicated local support team. This new alliance will enable our clients to better monitor theirs and their competitor’s digital advertising activity including how it was bought, creative executions coupled with the robust digital spend data coming soon.
And it doesn’t stop here, added Perry. We will continue to work with Pathmatics to leverage their evolving technology and set a roadmap that continues to iterate to expand coverage to meet our clients’ digital ad spend measurement needs as well as the fast changing digital advertising landscape.”
Gabe Gottlieb, Pathmatics CEO added, “We are thrilled to work with Nielsen and chose to partner with them for their integrity, independence and commitment to sophisticated admeasurement. The Nielsen team are enthusiastic about how our current solution can meet their client needs for competitive analysis and creative. We are also excited about how Pathmatics can provide unique and comprehensive data inputs to power digital spend measurement across desktop, mobile, tablet, and video channels. Our customers on both the buy and sell side use our data to grow their businesses and claim a unique competitive advantage in the market. We’re excited to be partnering with Nielsen to bring these powerful insights to the Australian market.”
The digital spend data is collected using Pathmatics’ patent pending PathSource™ technology, thereby capturing advertising activity on over 1,800 websites visited by the Australian online population.
The new digital advertising intelligence will be harmonised with Nielsen’s ad spend database and classified into over 1,000 advertiser categories.
Pathmatics will also provide unique data on the programmatic market and identify campaigns bought directly from a publisher or through an ad exchange.
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 across all devices where 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 provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.
Pathmatics provides breakthrough transparency in digital advertising. The company’s patent-pending technology analyzes digital advertising activity and delivers real-time, actionable intelligence to many of the world’s largest advertisers, agencies, publishers and ad tech providers. Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI and other leading venture funds. For more information, please visit www.pathmatics.com.
Media Enquiries: Jackie Helliker, Nielsen
Tel: +61 403 074 864