Nielsen Marketing Cloud data becomes available on InfoSum platform

InfoSum announced on August 20, 2025, that Nielsen Marketing Cloud data has become available within its secure collaboration platform. The integration enables advertisers, agencies, and publishers to enhance their first-party data strategies using Nielsen's proprietary datasets across three major markets.

According to the announcement, InfoSum users can now leverage Nielsen Marketing Cloud's comprehensive consumer engagement data spanning multiple channels and platforms. The collaboration introduces access to Nielsen's ID graph and audience segments, supporting enhanced insights, audience enrichment, look-alike modeling, and activation under stringent privacy protocols.

Marc Cestaro, SVP Sales North America at InfoSum, described the strategic relationship as combining Nielsen Marketing Cloud's trusted audience insights with InfoSum's privacy-first infrastructure. "NMC is widely recognized for its innovation and expertise in helping brands better understand and engage their audiences," Cestaro stated. The integration enables advertisers and publishers to access "richer, faster, and more privacy-conscious solutions."

The collaboration addresses industry-wide demands for secure data sharing capabilities. Nielsen Marketing Cloud's datasets integrate premium third-party data sources with Nielsen's industry-trusted measurement capabilities. According to Kirsten Cummings, General Manager at Nielsen Marketing Cloud, data collaboration platforms represent "an essential part of the way that businesses are enriching and sharing data, in a manner that is designed to uphold consumer privacy while also driving business growth."

Technical Infrastructure and Privacy Protocols

Nielsen Marketing Cloud operates as a comprehensive data and technology solution providing real-time audience insights. The platform enables clients to manage marketing processes through a unified interface spanning media planning, activation, data management, and attribution. Within InfoSum's environment, these capabilities extend to secure data collaboration without requiring direct data transfers.

InfoSum's privacy-first architecture maintains data security through its secure collaboration framework. The platform enables data analysis and insights generation while keeping individual datasets separate and protected. This approach addresses growing regulatory requirements and industry privacy standards across international markets.

The technical integration supports multiple use cases including audience enrichment, where first-party data combines with Nielsen's consumer insights to create more complete customer profiles. Look-alike modeling capabilities identify new prospects based on existing customer characteristics derived from Nielsen's extensive datasets. Activation features enable campaign targeting using enhanced audience segments.

Nielsen's proprietary data sources encompass cross-channel consumer behavior patterns, media consumption habits, and demographic characteristics. The datasets provide insights into how consumers engage with content across traditional television, digital platforms, social media, and streaming services. This comprehensive view enables more sophisticated audience targeting and campaign optimization strategies.

Market Availability and Industry Context

The Nielsen Marketing Cloud datasets launch within InfoSum across the United States, United Kingdom, and Canada markets. According to the companies, these regions represent initial deployment phases for the collaboration, with potential expansion possibilities pending performance evaluation and market demand.

The partnership emerges within a complex digital advertising landscape where privacy regulations, cookie deprecation, and data security concerns reshape how companies collaborate on audience insights. Data collaboration platforms like InfoSum provide technical infrastructure enabling secure data sharing without exposing sensitive information between parties.

For advertisers, this development provides access to Nielsen's extensive consumer research capabilities without requiring direct data integration or complex technical implementations. Agencies benefit from streamlined access to premium audience data for campaign planning and optimization. Publishers gain enhanced monetization opportunities through more valuable audience segment identification.

The collaboration builds upon Nielsen's established partnerships across the marketing technology ecosystem. Recent developments include partnerships with LiveRamp for enhanced audience planning and measurement capabilities, and extended agreements with Paramount covering broadcast, cable, and streaming measurement services.

Strategic Implications for Digital Marketing

The InfoSum integration reflects broader industry trends toward secure data collaboration infrastructure. As third-party cookie deprecation accelerates and privacy regulations expand globally, marketing organizations increasingly require platforms enabling data collaboration without compromising security or compliance requirements.

Nielsen's positioning within InfoSum's environment provides competitive advantages for brands seeking comprehensive audience insights while maintaining data sovereignty. Unlike traditional data sharing arrangements requiring direct transfers or API integrations, InfoSum's architecture enables analysis and insights generation while maintaining data separation.

The collaboration also addresses measurement challenges across fragmented media consumption patterns. Consumers increasingly engage with content across multiple platforms, devices, and formats. Nielsen's cross-platform measurement capabilities combined with InfoSum's secure collaboration features enable more holistic audience understanding.

For marketing professionals, the integration provides practical solutions for audience planning challenges that have complicated campaign development. Access to Nielsen's consumer behavior data through InfoSum's secure environment enables more informed targeting decisions without requiring extensive technical resources or data management capabilities.

The partnership timing aligns with increased focus on first-party data strategies across the marketing industry. Brands recognize the importance of proprietary data assets for future marketing effectiveness. Nielsen's datasets provide external validation and enhancement for first-party customer insights, supporting more comprehensive audience understanding.

Industry Partnerships and Ecosystem Development

InfoSum's collaboration with Nielsen represents part of a broader ecosystem development spanning multiple marketing technology providers. Data collaboration platforms increasingly serve as neutral territories where companies can share insights without compromising competitive advantages or data security requirements.

The Nielsen partnership builds upon InfoSum's existing integrations across the marketing technology landscape. The platform connects with major demand-side platforms, data management providers, and identity resolution services. Nielsen's addition strengthens the ecosystem by providing authoritative audience measurement capabilities.

Other recent developments demonstrate the growing importance of data collaboration infrastructure. AdsWizz extended its partnership with Nielsen for enhanced audio advertising targeting capabilities. ReachTV integrated with Nielsen ONE for airport advertising measurement. These partnerships indicate broader market recognition of Nielsen's data value across specialized advertising environments.

The collaboration also reflects Nielsen's strategic emphasis on platform-agnostic data access. Rather than requiring exclusive relationships or proprietary integrations, Nielsen enables access through established industry platforms like InfoSum. This approach maximizes data utilization across diverse marketing technology stacks.

Measurement Evolution and Future Implications

Nielsen's InfoSum integration occurs within ongoing measurement methodology evolution across the advertising industry. Traditional measurement approaches developed for linear media consumption patterns require adaptation for contemporary cross-platform engagement behaviors.

The collaboration provides infrastructure supporting advanced measurement capabilities including cross-device tracking, multi-touch attribution, and audience deduplication. These capabilities address measurement gaps that have complicated campaign optimization and budget allocation decisions across fragmented media environments.

InfoSum's secure environment enables Nielsen data utilization while maintaining compliance with evolving privacy regulations across international markets. This capability becomes increasingly valuable as regulatory frameworks expand and privacy requirements strengthen globally.

The partnership also positions both companies for future measurement challenges including connected television attribution, retail media measurement, and emerging platform integration. As new media formats and consumption patterns develop, established measurement infrastructure provides foundational capabilities for adaptation and expansion.

For the marketing community, the Nielsen-InfoSum collaboration represents a significant step toward standardized, secure data collaboration infrastructure. The partnership demonstrates technical feasibility for premium data provider integration within privacy-first environments, potentially influencing similar collaborations across the industry.

The long-term implications include potential transformation of how marketing organizations access and utilize third-party data resources. Rather than requiring direct partnerships, lengthy integration processes, or complex technical implementations, secure collaboration platforms enable streamlined access to valuable data assets while maintaining security and compliance requirements.

Timeline

• August 20, 2025: Nielsen and InfoSum announce Nielsen Marketing Cloud data availability within InfoSum platform across U.S., UK, and Canada
• June 2025: Snowflake and Acxiom announce strategic partnership for AI marketing infrastructure transformation
• April 2025: ReachTV enables airport ad measurement with Nielsen ONE Ads integration
• March 2025: AdsWizz and Nielsen extend data partnership for enhanced audio targeting capabilities
• February 2025: Adobe launches data collaboration tool for privacy-first advertising; Nielsen expands measurement deal with Paramount across platforms
• June 2024: Nielsen and LiveRamp announce partnership for advanced audience measurement capabilities

PPC Land explains

Nielsen Marketing Cloud (NMC): A comprehensive data and technology solution that serves as Nielsen's primary advertising platform. NMC provides real-time audience insights by combining Nielsen's industry-trusted measurement data with premium third-party sources. The platform enables clients to manage entire marketing processes through unified interfaces spanning media planning, activation, data management, and attribution across multiple channels and platforms.

Data Collaboration Platform: Secure technological infrastructure enabling multiple parties to analyze and derive insights from combined datasets without directly sharing sensitive information. These platforms address privacy concerns and regulatory requirements by maintaining data separation while facilitating joint analysis. InfoSum operates as a leading example, providing privacy-first environments where advertisers, agencies, and publishers can collaborate using proprietary data assets.

First-Party Data: Information collected directly by organizations from their own customers and prospects through owned channels such as websites, mobile applications, email subscriptions, and purchase transactions. This data type has gained strategic importance as third-party cookies face deprecation and privacy regulations strengthen. Companies increasingly recognize first-party data as foundational for future marketing effectiveness and customer relationship management.

Audience Enrichment: The process of enhancing existing customer data by combining it with external datasets to create more comprehensive consumer profiles. This technique involves matching first-party customer information with third-party demographic, behavioral, or psychographic data sources. Enrichment enables more sophisticated targeting, personalization, and campaign optimization by providing deeper insights into customer characteristics and preferences.

Privacy-First Infrastructure: Technical architecture designed to prioritize data protection and regulatory compliance while enabling marketing functionality. These systems incorporate features such as data encryption, access controls, consent management, and secure computation methods. Privacy-first approaches address increasing consumer concerns and regulatory requirements while maintaining marketing effectiveness through compliant data utilization practices.

Cross-Platform Measurement: Methodology for tracking and analyzing consumer behavior across multiple media channels, devices, and touchpoints to provide unified audience insights. This approach addresses fragmented media consumption patterns where individuals engage with content through television, digital platforms, mobile devices, and streaming services. Cross-platform measurement enables more accurate audience understanding and campaign optimization across diverse media environments.

Look-Alike Modeling: Statistical technique that identifies new prospects by analyzing characteristics of existing customers to find similar individuals within broader populations. This process uses machine learning algorithms to match demographic, behavioral, and preference patterns between known customers and potential targets. Look-alike modeling enables audience expansion and acquisition strategies by identifying high-probability prospects for marketing campaigns.

ID Graph: Comprehensive database that connects various identifiers associated with individual consumers across devices, platforms, and touchpoints. These systems link email addresses, mobile device IDs, cookies, and other identifiers to create unified customer profiles. ID graphs enable cross-device tracking, audience deduplication, and personalized marketing experiences by recognizing when the same individual interacts through different channels.

Audience Segments: Categorized groups of consumers defined by shared characteristics, behaviors, or preferences used for targeted marketing campaigns. Segmentation criteria can include demographics, purchase history, media consumption patterns, geographic location, or psychographic attributes. Nielsen Marketing Cloud provides pre-built segments based on extensive consumer research, enabling advertisers to target specific audience groups with relevant messaging and offers.

Secure Data Collaboration: Framework enabling multiple organizations to jointly analyze data while maintaining security, privacy, and competitive protection. These systems use technologies such as data clean rooms, encrypted computation, and privacy-preserving analytics to facilitate insights generation without exposing sensitive information. Secure collaboration addresses industry needs for data sharing while complying with regulatory requirements and maintaining competitive advantages.

Summary

Who: Nielsen, a global audience measurement leader, and InfoSum, a leading data collaboration platform, announced the partnership. Key executives include Marc Cestaro (SVP Sales North America, InfoSum) and Kirsten Cummings (General Manager, Nielsen Marketing Cloud).

What: Nielsen Marketing Cloud datasets become available within InfoSum's secure collaboration environment, enabling advertisers, agencies, and publishers to enhance first-party data using Nielsen's proprietary audience insights, ID graph, and cross-platform consumer engagement data.

When: The collaboration was announced on August 20, 2025, with immediate availability across the United States, United Kingdom, and Canada markets.

Where: The service launches in three major markets: United States, United Kingdom, and Canada, with Nielsen Marketing Cloud data accessible through InfoSum's secure platform infrastructure.

Why: The partnership addresses industry demands for secure data collaboration capabilities amid increasing privacy regulations, cookie deprecation, and the need for enhanced first-party data strategies. The integration enables audience enrichment, look-alike modeling, and campaign activation while maintaining stringent privacy protocols.