Nielsen Launches Audio Data Management Platform, Inks Westwood One As Charter Client

New Platform

NIELSEN has launched a new audio data management platform and has signed WESTWOOD ONE as its charter client. NIELSEN Marketing Cloud and its NIELSEN DMP platform offers cross-indexing of audience demographics, purchases, and behavior against programming and formats, in the case of WESTWOOD ONE linking PPM and streaming audio data with NIELSEN CATALINA SOLUTIONS' CPG purchase data and NIELSEN Buyer Insights purchase data.

“Purchase-based marketing is now a long-awaited reality for our advertisers, and proudly a first-mover advantage for WESTWOOD ONE,” said CUMULUS MEDIA EVP/Corporate Marketing and WESTWOOD ONE President SUZANNE GRIMES. “Radio now offers specificity of audience alongside the biggest reach in media. We are embracing NIELSEN’s big data capabilities to enable our advertisers to identify and reach their best customers across every radio format we offer at an extremely high degree of accuracy.”

“Never before have radio audiences been linked to such a rich source of actual purchase data across industries - something NIELSEN is uniquely equipped to do,” said NIELSEN EVP/Commercial Marketing DAMIAN GARBACCIO. “The NIELSEN DMP has the data, analytics and reporting advertisers need to understand and act on incredibly deep consumer insights. This enables WESTWOOD ONE to better demonstrate just how important its audience is and to win more advertising dollars in a very competitive cross-media marketing environment.”

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