Nielsen Allies With Pointlogic on Cross-Channel Planning
Aim is to develop a "next generation" media planning tool.
Nielsen and Pointlogic want to point the way.
Nielsen today announced a strategic alliance with Pointlogic to develop and bring to market media planning and inventory management solutions to help marketers maximize their budgets in cross-channel campaigns.
Pointlogic's strategic marketing planning solutions include programs for aiding marketers in assessing and choosing among various communications channels to optimize reach and frequency. Nielsen plans to merge its Online Campaign Ratings and Buyer Insights solutions with Pointlogic's capabilities to develop what it calls “next generation” media planning.
"It will be interesting to see Nielsen's data offering being aligned to Pointlogic's suite of channel planning tools," said Eric Blankfein, chief of the WHERE Group at Horizon Media. "We currently work with both companies and look forward to seeing how this will benefit our approach for clients."