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. Continue reading Nielsen Audience Segments Is Available Across Amazon Ads

Measurement is emerging as a major issue to be addressed at this year’s advertising sales presentations known as the TV Upfronts, taking place this month in New York City. Companies slated to present range from established players like NBCUniversal, hosting May 15 at Radio City Music Hall, to Netflix, which joins the heavyweights with a May 17 event at the Paris Theater. An increased emphasis on streaming platforms, which allow specific measurements rather than the panel extrapolations that have been the norm in the broadcast era, has shifted the focus to the analytics firms that quantify consumer viewing and identify patterns. Continue reading TV Upfronts to Contend with Analytics Upended by Streaming