However, Nielsen has urged advertisers to be patient as the enhanced product becomes the company’s official currency.
“A currency change is much different than a data change,” Nielsen CEO Karthik Rao told ADWEEK at Cannes Lions in June. “It’s a workflow change. It’s a work process change.”
Despite perceived issues associated with the initial rollout of its panel+big data offering, which received MRC accreditation, Nielsen recently renewed long-term, multi-year partnerships with seven of the largest agencies and one of the world’s largest advertisers.
Additionally, Disney, NBCU, and Fox have all recently closed their 2025 upfront deals in conjunction with Nielsen.
