Nielsen, the specialist in audience measurement, has announced a new collaboration with Mediaocean. Nielsen will provide reporting on advanced audience segments for data-driven linear (DDL) national TV campaigns to expand the integration of its Big Data + Panel audience measurement solution directly within Mediaocean’s Prisma platform, a system of record for global media investment.

The collaboration aims to drive greater industry interoperability by allowing marketers to maintain a single, consistent audience definition throughout the advertising journey. Clients can define advanced audience segments (first- and third-party and Nielsen-owned) within Nielsen Audience Builder and then see the corresponding measurement metrics directly within Mediaocean.

By doing so, the two companies are helping marketers move beyond traditional age and gender based demographics by enabling more advanced audience definitions to be applied consistently across ad planning and measurement workflows. The collaboration also brings greater continuity and visibility into data-driven linear campaigns, giving advertisers a better way to understand and evaluate multi-screen ad performance.

Nielsen Chief Product Officer, Akhil Parekh, commented: “Advertising’s next frontier will be built on true interoperability — not just data sharing, but a consistent audience definition that travels from planning all the way through to measurement. Together with Mediaocean, we’re giving marketers exactly that: the ability to define audiences once and then to carry that precision across the entire campaign lifecycle.”

“The big theme here is consistency,” added Prisma Chief Product Officer Drew Kane. “As the advertising ecosystem becomes increasingly fragmented, maintaining a consistent audience definition across planning, activation, and measurement has become a challenge. By teaming up with Nielsen, we are helping to create a more connected workflow that brings greater visibility and alignment across the marketing journey.”

This integration and its resulting capabilities will officially launch in September, in time for the autumn 2026 TV season.

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Tags: measurement, Mediaocean, nielsen