Powering Client Growth: Horizon Deepens Nielsen Partnership, Enabling More Efficient Spending and Clearer ROI
Expanded relationship also includes Nielsen Big Data Panel currency partnership
New York - December 12, 2025 - Horizon Media and Nielsen, a global leader in audience measurement, data, and marketing intelligence, today announced that they are expanding advanced audience and ID matching capabilities within blu, Horizon's proprietary AI-driven marketing platform.
With blu IDs now being matched with Nielsen IDs via TransUnion, Horizon clients will now be able to seamlessly match their first-party data with TransUnion and Nielsen IDs, and use those same advanced audiences throughout the entire campaign cycle, from planning to measurement.
Horizon was the first agency to enable matching of Nielsen panel data to both third-party audience segments and client first party data with blu IDs in 2019. Today's announcement is an evolution of this strategic partnership as these new capabilities now offer marketers a consistent and more accurate view of the target audiences, resulting in more efficient media investment spending, improved ad relevance, and a clearer understanding of ROI from audience definition and planning through to campaign measurement.
Nielsen continues to provide best-in-class, person-level data that helps us bring richer, data-driven solutions to our clients. Our expanded partnership will include their new Big Data Panel measurement. Our first-to-market integration, together with TransUnion, marks a pivotal step in building the next generation of advanced audience planning and measurement that drives business outcomes for our brands, said Michele Donati, EVP, Chief of Futures, at Horizon Media.
This new era of our relationship with Horizon will empower advertisers to unlock the full value of their first-party data with greater precision, scalability, and interoperability. We are excited to keep innovating to drive their continued success and provide them with the measurement they need to drive data-driven linear transactions, said Matt Devitt, Head of Advertisers and Agencies at Nielsen.
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 Horizon Media Horizon Media, the largest independent media agency in the United States and globally, delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400 people and has media investments of more than $8.5 billion. Horizon Media's fundamental belief is that business is personal, which drives its approach to connecting brands with their customers and engaging with its own employees, resulting in industry-leading workplace satisfaction levels (Glassdoor). The company is consistently recognized by independent media outlets for its client excellence and has earned several Best Workplaces awards reflecting its commitment to DEI and the life and well-being of everyone at Horizon Media.
Media Contacts: Nielsen: Sarah Muratore, sarah.muratore@nielsen.com
Horizon Media: Dan Prince, dan@princecomms.com
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