Nielsen and TransUnion Collaborate to Enable Measurement and Increased Accessibility to Advanced Audiences

Integration Enhances Audience Measurement Capabilities for Mutual Clients Across Platforms

NEW YORK, February 20, 2025 - Nielsen, a global leader in audience measurement, data and analytics, and TransUnion (NYSE: TRU) have expanded their relationship to improve accessibility to advanced audiences. This enhanced integration allows advanced audiences created within TransUnion's TruAudience platform to be seamlessly shared to and measured by Nielsen ONE, the company's cross-media measurement solution.

The integration ensures that advertisers and agencies can easily deliver advanced audiences through an automated connection between TransUnion and Nielsen, streamlining planning and measurement. By enabling a seamless workflow, marketers can now more effectively measure their campaigns, reduce media waste, and optimize cross-channel strategies. Mutual clients gain a comprehensive, deduplicated view of custom audiences reach across TV, streaming, digital, and mobile channels.

With the abundance of first-party data available today, the focus has shifted to the evolution of advanced audiences transacting across media types, said Julie Clark, SVP, Media & Entertainment at TransUnion. The robust data assets and panels within Nielsen's ecosystem provide an optimal environment to create relevant and actionable insights based on the audiences our clients value most.

We're excited to enhance our existing cross-platform, advanced audience capabilities to meet the increasing demand for highly targeted audiences across linear and digital, said Joann Wolferman, VP of Strategic Partnerships at Nielsen. Our integration with TransUnion expands our interoperability within the industry and exemplifies our commitment to reducing friction for our clients, empowering them to measure beyond traditional age and gender metrics at scale.

Advertisers can now use TransUnion's tools to build predictive audiences and integrate them into Nielsen's measurement ecosystem.

The integration is powered by Nielsen's ID System and enriched with person-level data from industry-leading panels. It is further supported by the industry's largest big data footprint, delivering unmatched scale and broad coverage across digital, streaming, and CTV platforms.

About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences-now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

About TransUnionTransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good - and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. http://www.transunion.com/business

Media Contacts:Nielsen: Sarah Muratore sarah.muratore@nielsen.com

TransUnion: Dave Blumberg david.blumberg@transunion.com

LINK:	https://www.nielsen.com/news-center/2025/nielsen-and-transunion-collab...
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