Nielsen audience data hits Amazon Ads ecosystem

NEW YORK: Nielsen has plugged its prized audience segments into Amazon’s advertising machine, firing up a fresh race for precision targeting across one of the world’s most powerful retail media networks. The global measurement giant has rolled out its Nielsen Marketing Cloud datasets across Amazon DSP and Amazon Marketing Cloud in India, giving brands a sharper aim at consumers and a smoother path from insight to activation.

The timing is aggressive. Marketers are demanding proof that every ad rupee works harder, and Amazon’s closed-loop shopper environment offers the fastest feedback in town. Access to Nielsen’s segments means advertisers can now target by real-world behaviours that stretch from shopping baskets and video habits to device usage and household demographics.

Through Zeotap Data Distribution, agencies and brands can activate campaigns using Amazon’s rich first-party supply including Prime Video, Twitch, Freevee, Fire TV and Alexa, along with third-party inventory. Inside Amazon Marketing Cloud, they can analyse and refine using Nielsen’s premium, privacy-safe data in a secure clean-room set-up.

Kirsten Cummings, general manager, outcomes at Nielsen, said the partnership boosts marketers’ ability to lift ROI with the industry’s most trusted datasets and person-level panels. Vishal Tanwar, vice-president, partnerships at Zeotap Data, called the move a major stride towards building and distributing highly effective global audiences at scale.

The pitch is simple: more accurate data, less wasted media and outcomes that brands can see almost instantly. As retail media networks surge and traditional cookies crumble, this tie-up puts Nielsen squarely at the centre of media planning’s newest power shift.

Marketers now have a sharper weapon in the battle for attention. If it fires as promised, this could be the start of a fresh fight for data supremacy — and nobody wants to be left aiming in the dark.