Nielsen is significantly expanding its collaboration with Amazon Ads, making its proprietary Nielsen Marketing Cloud audience segments available to advertisers across the Amazon Ads marketplace. This strategic move aims to empower brands with more precise audience targeting capabilities, allowing them to deliver highly relevant advertisements across Amazon's extensive network of platforms, including Prime Video, Freevee, Twitch, Fire TV, and Amazon.com.
As announced in a press release, advertisers leveraging Amazon Ads will now gain access to Nielsen's rich data sets. This enables them to target specific consumer groups across various categories such as CPG (Consumer Packaged Goods), automotive, and finance. These audience segments will be accessible through Amazon DSP (Demand-Side Platform) and Amazon Marketing Cloud, Amazon's data clean room. This initiative builds upon a previous partnership between Nielsen and Amazon focused on media measurement, further solidifying their commitment to providing advanced advertising solutions that promise more effective ad delivery across diverse platforms and formats.
This collaboration underscores Amazon's continuous expansion within the demand-side platform and ad-serving technology landscape. The e-commerce giant recently reported a robust 24% year-over-year growth in its advertising business, reaching $17.7 billion. Amazon has been actively forging deals with major players like Roku, Disney, and Netflix, primarily to expand its access to premium advertising inventory. In contrast, the new Nielsen Marketing Cloud partnership specifically enhances advertisers' ability to target audiences more effectively, rather than just expanding inventory.
Nielsen's audience segments are meticulously crafted by combining the company's first-party panels with various third-party data sources, offering a comprehensive view of how consumers interact with media across different channels and platforms. Integrating this granular data with Amazon's vast trove of first-party shopper and viewer signals—trillions of them—provides significant added value for advertisers. This synergy enables full-funnel, closed-loop measurement and attribution, offering a holistic understanding of campaign performance. The move further solidifies Amazon Ads as a comprehensive, all-in-one offering, a status that Amazon CEO Andy Jassy has previously described as "fully realized."
“The Amazon value system of price, selection and convenience holds true even in the advertising org, to really be able to provide customers a selection of offerings, allow them to pick the path by which they want to be activating their marketing budgets, but making sure that we’re providing them the right insights and data to make the best choice for their business,” Meredith Goldman, director of Amazon DSP at Amazon Ads, told Marketing Dive last month.
