Nielsen and WPP Media Expand Audience Measurement Capabilities

New advanced audience integration provides interoperability, helps brands reach their audiences.

NEW YORK - August 5, 2025 - Nielsen, a global leader in audience measurement, data and analytics, and WPP Media have announced a new agreement for audience measurement spanning TV, streaming, audio, and cross-platform ad performance via Nielsen ONE.

The companies are also planning to integrate Nielsen's insights to Open Media Studio (OMS) an end-to-end media delivery platform within WPP Open, WPP's intelligent marketing system-enabling seamless integration of Nielsen's advanced audiences across the full media workflow.

At WPP Media, our priority is equipping clients with the intelligence and tools they need to drive measurable growth, said Nicolas Grand, Executive Director of Research and Investment Analytics at WPP Media. Nielsen's continued innovation in advanced measurement-especially the combination of Big Data with trusted Panel insights-makes them a valued partner in that mission. By integrating Nielsen's advanced audiences into WPP Open, we're building a more seamless, interoperable planning and measurement ecosystem that empowers advertisers to optimize performance and accelerate growth.

We are thrilled to continue working with WPP Media to provide the most actionable insights across planning, buying, and measurement for brands to make the most informed decisions about their advertising investments, said Matt Devitt, Head of Advertisers and Agencies at Nielsen. Collaborating with leading industry players like WPP Media helps us collectively power the future of audience measurement and technology that actually helps advertisers connect with audiences.

These new capabilities will help drive interoperability and provide advertisers with more actionable insights to inform their campaign planning and measurement.

This announcement builds upon Nielsen's momentum in collaborating with the industry to bring enhanced interoperability and simplicity to media buying and selling. Nielsen's solutions are underpinned by Nielsen's ID System as well as person-level data from industry-leading panels and backed by the scale of the industry's largest big data footprint and broadest coverage across digital, streaming, and CTV.

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 WPP Media WPP Media is WPP's global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit wppmedia.com.

LINK:	https://www.nielsen.com/news-center/2025/nielsen-and-wpp-media-expand-...
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