Nielsen Launches Outcomes Marketplace, Debuts Ad Attention Metrics from Realeyes to Expand Beyond Reach and Frequency

New open ecosystem in Nielsen ONE provides more holistic view

of an ad's outcome and drives better business results for marketers,

continuing Nielsen's measurement innovation.

NEW YORK, July 31, 2025 - Nielsen, a global leader in audience measurement, data, and analytics, today announced the launch of the Outcomes Marketplace.

This new industry innovation is an interoperable ecosystem for partner measurement that will bring together a diverse set of key brand, sales, attention, and conversion metrics within the Nielsen ONE platform for the first time. With this new data, advertisers will have a more comprehensive view of an ad's outcome alongside reach and frequency data.

Realeyes, a leader in attention measurement and creative effectiveness, will be the first measurement provider at launch. Their measurement gives clients an understanding of attention and emotive response across platforms, and identify specific elements of the campaign and creative that were most engaging to consumers. Realeyes's ad scoring also predicts brand sales outcomes, as well as media cost efficiency on social and video platforms.

Our Outcomes Marketplace is the latest example of how we are innovating to make it easier to measure what truly matters: real business results, said Nichole Henderson, GM of Global Campaign Analytics at Nielsen. Working with industry leaders like Realeyes will allow our clients to seamlessly connect powerful metrics for quick, actionable insights of their campaigns' outcomes, all in an open, interoperable ecosystem. It's one more way Nielsen is powering the future of measurement.

All ad impressions are not equal, and knowing your creative strength is key to knowing and managing your total campaign potential and performance, said Mihkel J tma, CEO of Realeyes. Working with Nielsen and their new Outcomes Marketplace will allow even more accessibility for brands to better understand consumer response to advertising, and gain a better view into how ad creative contributes to sales outcomes and CPM.

Influential powered by Captiv8, the leading influencer marketing platform, is one of the first to adopt Nielsen's new Attention Measurement solution, recently leveraging the tool to track attention and effectiveness across key elements of creator campaigns.

Nielsen's attention metrics raise the bar for influencer marketing. We've always pushed for deeper, more meaningful measurement and now we can go beyond surface-level metrics to show real campaign impact. It's a major step forward for brands investing in creators, said Krishna Subramanian, CEO at Captiv8.

The Outcomes Marketplace is available today for clients. Nielsen will announce more best in class outcomes measurement providers later this year that will deliver metrics across the full spectrum of campaign performance, including ad engagement, audience attention, brand perception shifts, and sales conversions.

This announcement builds on Nielsen's track record of innovation and collaboration with the industry to build the future of modern measurement. Nielsen's measurement is powered by person-level data from panels of over 1.2 million individuals and backed by the scale of the industry's largest big data footprint and broadest coverage across digital, linear, streaming, and CTV. The company also recently launched the second edition of its Ad Supported Gauge, which provides advertisers with the most comprehensive share of viewing on ad-supported 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 Realeyes Realeyes measures and predicts attention and emotion reactions as people watch and interact with content. Realeyes' technology applies facial coding to predictive, big-data analytics, driving business outcomes. Realeyes' performance scores and recommendations are built on a growing truth set of more than 18 million human observations, mapping attention and emotion to more than 350 billion frames of video, across 90 countries.

Media Contact: Sarah Muratore

sarah.muratore@nielsen.com

LINK:	https://www.nielsen.com/news-center/2025/nielsen-launches-outcomes-mar...
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