Audience Data Sessions: Q&A with Nielsen

Can you introduce yourself and your audience solutions?

I’m Husain Patel, Director of Partnerships & Platforms at Nielsen. Nielsen helps brands understand their audiences—what drives their choices, how they engage with media, and where they’re most active. With trusted data and insights, Nielsen makes it easier to reach the right people, build smarter campaigns, and measure impact. It’s all about turning audience intelligence into better results.

Our Nielsen Advanced Audiences take targeting far beyond age and gender. Powered by our long-running Consumer & Media View survey, they combine rich insights on purchasing habits, lifestyle, and media behaviour, all mapped to privacy-safe, geo-based segments. This means brands can identify, plan, and activate against their most valuable customers, in a way that’s future-proof for a world without cookies.

Why have you partnered with Eyeota?

Eyeota is a leader in the programmatic ecosystem, with reach across 40+ major DSPs and SSPs. They’re also experts at turning offline insights into digital-ready audiences, which makes them a perfect match for Nielsen.

Together, we’ve closed the loop for agencies and advertisers. Brands that use Nielsen data to plan can now seamlessly activate those exact audiences across their preferred platforms. The result? Campaigns that are both highly targeted and highly scalable, bringing our deep consumer insights into action in the digital world.

In which markets do you operate?

Can you discuss the importance of audience data in today’s digital advertising landscape?

As third-party cookies disappear, the quality of your audience data becomes make-or-break. Marketers need ways to reach the right people without compromising privacy. Geo-based data is one of the smartest solutions. It draws on real-world location and behaviour patterns, rather than personal identifiers, making it privacy-first by design.

The payoff is big - brands can still reach relevant consumers at scale, with targeting that’s both accurate and compliant. That’s the sweet spot for today’s digital campaigns.

How can businesses leverage data to improve advertising strategies?

Smart advertising starts with knowing your audience — really knowing them. That’s where Nielsen comes in. We help businesses tap into powerful insights about how people consume media, what they care about, and how they make decisions. Whether you're planning a national campaign or something more local, our measurement tools give you a clear, real-time view of audience behavior so your campaigns actually connect.

With Nielsen Advanced Audiences, you’re not just looking at age or gender—you’re targeting real behaviors and lifestyles, the things that actually drive purchases. These segments work across both digital and traditional media, so your message stays consistent wherever your audience is.

Need something more tailored? You can build custom audiences based on your specific goals—whether that’s launching a new product, winning back past customers, or boosting loyalty. And we track how your ads perform across mobile, desktop, and connected TV, so you get the full picture.

The best part? You can use that performance data to keep refining your targeting. That’s how data turns good advertising into great results.