Marketing data from Nielsen's Cloud system is now accessible on the InfoSum platform
In a groundbreaking move for the marketing industry, InfoSum and Nielsen have joined forces in a partnership that promises to redefine data collaboration, focusing on security, compliance, and privacy. The partnership, announced on August 20, 2025, is now available across the United States, United Kingdom, and Canada markets.
InfoSum's privacy-first architecture, with its secure collaboration framework, ensures data security by keeping individual datasets separate and protected. This approach positions both companies for compliance with evolving privacy regulations across international markets, enabling Nielsen data utilization while maintaining privacy requirements.
The technical integration supports multiple use cases including audience enrichment, look-alike modeling, and activation. With this partnership, InfoSum users can now leverage Nielsen Marketing Cloud's comprehensive consumer engagement data spanning multiple channels and platforms.
The collaboration aligns with increased focus on first-party data strategies across the marketing industry, as third-party cookies face deprecation and privacy regulations strengthen. Nielsen Marketing Cloud provides pre-built audience segments based on extensive consumer research, enabling advertisers to target specific audience groups with relevant messaging and offers.
The Nielsen-InfoSum collaboration introduces access to Nielsen's ID graph and audience segments, supporting enhanced insights, audience enrichment, look-alike modeling, and activation under stringent privacy protocols. This partnership aims to address measurement gaps in contemporary cross-platform engagement behaviours, providing infrastructure for advanced measurement capabilities including cross-device tracking, multi-touch attribution, and audience deduplication.
The long-term implications include potential transformation of how marketing organizations access and utilize third-party data resources, with secure collaboration platforms enabling streamlined access to valuable data assets while maintaining security and compliance requirements.
Key executives involved in the partnership include Marc Cestaro (SVP Sales North America, InfoSum) and Kirsten Cummings (General Manager, Nielsen Marketing Cloud). This collaboration builds upon Nielsen's established partnerships across the marketing technology ecosystem, positioning the company for continued growth and innovation in the advertising industry.
Nielsen's proprietary data sources encompass cross-channel consumer behaviour patterns, media consumption habits, and demographic characteristics. InfoSum's secure environment enables Nielsen data utilization while maintaining privacy requirements, marking a significant step toward standardized, secure data collaboration infrastructure.
The integration enables advertisers, agencies, and publishers to enhance their first-party data strategies using Nielsen's proprietary datasets across the United States, United Kingdom, and Canada markets. This partnership represents a significant step toward industry shifts toward identity-safe, data-driven marketing approaches impacting media, advertising, and tech partnerships.
Nielsen Marketing Cloud operates as a comprehensive data and technology solution providing real-time audience insights. The partnership supports future measurement challenges such as connected television attribution, retail media measurement, and emerging platform integration, positioning both companies at the forefront of the evolving marketing landscape.
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