Nielsen Marketing Cloud’s Audience Segments targeting tool is now available across the Amazon Ads marketplace, allowing advertisers to deliver ads across multiple platforms and in different formats while measuring performance throughout the vast Amazon ecosystem. NMC’s Audience Segments data sets provide more than 20,000 custom and syndicated segments in categories ranging from auto, finance and CPG — now targetable to audiences on Amazon platforms including Prime Video, Twitch, Fire TV, Freevee and Amazon.com. The segments are available through the Amazon DSP and Amazon Marketing Cloud data clean room.

“The deal with Nielsen is another example of how Amazon continues to expand its role in the demand-side platform (DSP) and ad-serving technology space,” writes Marketing Dive, noting that revenue for Amazon’s advertising business grew 24 percent in Q3, year-over-year, to $17.7 billion, thanks in part to deals with Disney, Roku and Netflix that expanded its reach and scale.

“Most of those deals had to do with expanding Amazon’s access to premium inventory,” Marketing Dive observes, noting that the Segments deal aims to help advertisers fine-tune the growing breadth.

Audience segments are developed using Nielsen’s first-party panels as well as third-party sources and provide a cross-channel picture of how consumers engage with media and platforms.

“Our robust data sets include demographic, psychographic, behavioral, purchase-based and media consumption information,” offering “granular audience insights” that let marketers target digital campaigns with precision, says Nielsen, noting the material can also be used to enrich first-party data “for a complete view of the consumer.”

Nielsen Cloud integrates the Audience Segments for the Amazon DSP and Amazon Marketing Cloud (AMC) through the Zeotap Data distribution platform. “Distributing best-in-class Nielsen audiences on Amazon DSP is yet another step in fulfilling Zeotap Data’s mission of building and distributing the most effective audiences for marketers globally,” Zeotap Data VP of Partnerships Vishal Tanwar said in TV Technology.

The Nielsen Marketing Cloud uses built-in analytics and Nielsen AI to make campaign adjustments in real time. Fully integrated, the platform “enables you to manage every phase of the marketing process in a single place — from media planning and activation to data management and attribution,” Nielsen says.

This latest agreement with Amazon partnership follows a previous measurement deal between Nielsen and the e-commerce giant, Marketing Dive points out.

In November, Amazon announced its Prime Video Channel Insights dataset has completed an open beta phase, launched in May, becoming “available to all eligible Amazon Marketing Cloud advertisers who operate as Prime Video Channel partners,” per PPC Land.