Nielsen and XR Announce Platform Integration to Make it Easier for Brands and Agencies to Deliver Ads Powered by Nielsen Measurement

Partnership brings Nielsen ONE measurement activation directly into XR's advertising delivery platform.

December 18, 2025 - Nielsen, a global leader in audience measurement, data and marketing intelligence, and XR (Extreme Reach), the leading platform for powering advertising operations, today announced a new collaboration aimed at driving greater interoperability, simplicity and ease of use for marketers and agencies by enabling Nielsen ONE measurement via XR's ad server.

Producing advertising creative and launching cross-platform campaigns has become more complex, with hundreds of operational steps now sitting between ad production and delivery. XR's integration with the Nielsen Tagging API aims to remove that complexity, making it faster and easier for brands and agencies to include Nielsen measurement at the point of campaign activation and delivery. Specifically, application of Nielsen tags to digital campaigns will be automated as part of this new workflow.

We're thrilled to expand our longstanding relationship with Nielsen to streamline how XR can deliver brand and agency campaigns with Nielsen ONE measurement enabled, said Sherman Li, SVP of Strategic Partnerships at XR. This partnership represents XR's mission to transform advertising operations through world-class ad asset management, rights and delivery solutions, as well as integrating with the industry's leading measurement provider.

This integration works like this: Within the XR platform, marketers can now select Nielsen as their measurement provider and have Nielsen ONE ad tags automatically applied to any advertising asset or campaign served by XR. This eliminates several manual steps and reduces the chance of errors, allowing brands and agencies to deliver campaigns faster and measure audience impact with greater confidence.

We listen closely to our customers and the industry when we innovate, and a real, pressing need for them is ad solutions that remove unnecessary work and friction, which is where we and Extreme Reach can help, said Nichole Henderson, SVP of Global Measurement & Outcomes Product at Nielsen. Solutions like these help us improve the overall ad ecosystem as well as make us better business partners to our clients.

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 (XR) Extreme Reach XR helps brands manage every aspect of their advertising creative, from talent payments and rights to ad delivery, so every ad lands exactly how and where it should. The XR platform powers millions of ad creative assets for the world's top brands, simplifying how marketers version ads, archive content, deliver campaigns, pay talent, and track usage rights, all while saving time and money. Headquartered in New York, XR also has offices in Canada, Europe, Asia, and Australia. Learn more at www.xr.global.

Media Contacts: Nielsen

Elaine Wong

elaine.wong@nielsen.com

XR (Extreme Reach)

Salvatore Tuzzeo

sal@fabricmedia.net

LINK:	https://www.nielsen.com/news-center/2025/nielsen-and-xr-announce-platf...
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