Nielsen has unveiled its Outcomes Marketplace, a significant advancement within its Nielsen ONE platform, aimed at redefining how advertisers measure the true impact of their campaigns. This open and interoperable ecosystem brings together a wide range of performance indicators—spanning brand awareness, sales lift, attention, and conversions—offering marketers a more complete picture of advertising effectiveness beyond traditional reach and frequency metrics.
At launch, attention measurement pioneer Realeyes joins as the first integrated partner. Realeyes provides nuanced insights into consumer attention and emotional engagement across platforms, enabling advertisers to pinpoint the most impactful elements of their creative. The company’s predictive scoring also links ad engagement to sales performance and cost efficiency, particularly on social and video channels.
“Our Outcomes Marketplace is the latest example of how we are innovating to make it easier to measure what truly matters: real business results,” said Nichole Henderson, GM of Global Campaign Analytics at Nielsen. “Working with industry leaders like Realeyes will allow our clients to seamlessly connect powerful metrics for quick, actionable insights of their campaigns’ outcomes, all in an open, interoperable ecosystem.”
Also Read: Fractal Unveils Cogentiq: A Breakthrough Agentic AI Platform to Power Smarter Enterprise Decisions
Realeyes CEO Mihkel Jäätma emphasized the significance of creative performance: “All ad impressions are not equal, and knowing your creative strength is key to knowing and managing your total campaign potential and performance.”
The Outcomes Marketplace is already gaining traction, with influencer marketing platform Influential—powered by Captiv8—leveraging Nielsen’s attention measurement to track performance across creator-led campaigns. “Nielsen’s attention metrics raise the bar for influencer marketing,” said Krishna Subramanian, CEO at Captiv8. “We can now go beyond surface-level metrics to show real campaign impact.”
Available now to clients, Nielsen plans to expand the marketplace with additional partners and outcome-focused metrics that span ad engagement, audience attention, brand sentiment, and conversion performance. This launch reinforces Nielsen’s continued innovation and leadership in modern media measurement, backed by its expansive panel of over 1.2 million individuals and unmatched big data capabilities across digital, linear, streaming, and CTV platforms.
