Nielsen Strikes 'Marketing Cloud' Deal With WPP Media's InfoSum
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Weeks after announcing an expansion of its data licensing deal with WPP Media, Nielsen this morning announced a deal with recently acquired WPP Media data clean room InfoSum.
The new deal provides InfoSum access to the proprietary data sets via the Nielsen Marketing Cloud, signaling a broader shift toward cloud-based vertical integration of audience data used to plan and buy media.
Nielsen originally launched its cloud-based approach in 2023 as part of a deal with another data clean room, Snowflake, enabling customers and their platforms to access its respondent-level audience data.
This expanded Nielsen–WPP Media partnership, enhanced by InfoSum’s data collaboration capabilities, is exactly the kind of infrastructure innovation that modern campaigns need. By combining Nielsen’s trusted audience measurement with federated, privacy‑preserving data integration, teams can access richer insights without compromising constituent trust. It allows for dynamic, cross–platform outreach—TV, streaming, audio—while ensuring first‑party data remains secure and strategic. In essence, this opens the door to faster, smarter messaging: campaigns can model, target, and optimize communication plans in near‑real time—all while navigating evolving privacy expectations. That kind of nimble, measurable approach is precisely how modern campaigns should be run. ~Political Media
Read more at Media Post