Interoperability is still hot, damnit.
Nielsen announced today that its Nielsen Marketing Cloud (NMC) data is now available through InfoSum, WPP’s data collaboration platform. With this integration, now live in North America and the UK, InfoSum users can enrich and augment their first-party data with NMC’s ID graph and datasets.
Why This Matters:
First-party data is at the center of nearly every marketing strategy right now, but it has clear limitations. A 2024 Acquia CX Trends Report found that 93% of marketers believe collecting first-party data is more critical than ever. The challenge is that most companies simply don’t have enough of it, or it lacks the breadth needed for effective targeting and measurement.
That gap is where enrichment comes in. According to a Lotame study late last year, 98% of marketers and agencies face barriers to fully activating first-party data—citing issues like scale, quality, and interoperability with partners. By bringing Nielsen’s Marketing Cloud ID graph and datasets into InfoSum’s platform, marketers can address that.
Experts React:
Lauren Wetzel, CEO of InfoSum, posted about the announcement today on X, describing the Nielsen and InfoSum pairing as a “powerful combination.”
Meanwhile, Kirsten Cummings, General Manager of Nielsen Marketing Cloud, said this about the integration:
“Data collaboration platforms are an essential part of the way that businesses are enriching and sharing data, in a manner that is designed to uphold consumer privacy while also driving business growth. Nielsen continues to innovate to empower brands and publishers with the tools they need to elevate their strategies and work with our data in their platform of choice so they can better reach their intended audience.”
Our Take:
InfoSum continues to push forward under WPP ownership, and Nielsen’s tie-in is another strong signal. A couple of months ago, InfoSum also announced a similar partnership with Samba TV, with Samba bringing its media intelligence data into InfoSum’s environment.
More broadly, though, it feels oddly quiet on the data collaboration front. With AI dominating adtech headlines, you’d think the infrastructure to power and support AI-driven innovation and outcomes—like data clean rooms—would get some more love. But as usual, the “picks and shovels” don’t always get the spotlight they deserve. Hey, we love you, at least, data collaboration players.
