by Jess Nelson, April 6, 2017

Nielsen has added a layer of artificial intelligence to its marketing cloud to help publishers boost customer engagement with data-driven personalization and audience optimization.

Nielsen is making a play in the AI game alongside a host of other marketing cloud vendors, including Adobe, IBM, Salesforce, Microsoft and Maropost.

Launched on Tuesday, Nielsen Artificial Intelligence aims to help advertisers and publishers develop targeted and segmented audiences in real-time. Nielsen AI aggregates device-linked audience data across multiple platforms, including email, social, mobile, programmatic and search, and automatically optimizes audience segmentation for more targeted marketing content.

In addition to now incorporating Nielsen Artificial Intelligence, Nielsen’s marketing cloud also has built-in analytics that evaluate campaign performance and make marketing adjustments on the fly predicted to boost overall ROI. Nielsen’s AI is an adaptive technology, claiming to update automatically based on the most recent information it has.

Nielsen first launched its Marketing Cloud a year ago to give its customers access to its treasure chest of audience data. Nielsen Holdings is a global information and measurement company, and its Marketing Cloud contains a suite of integrated marketing solutions that can be used on their own or in conjunction with each other.

The company’s marketing applications include a Data Management Platform (DMP) and tools for campaign attribution, media analysis and real-time engagement metrics.

Nielsen’s new AI capabilities are derived from the company’s acquisition of eXelate, a data management platform, in 2015 for $200 million.

MediaPost.com: Search Marketing Daily

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