Nielsen joins Google's Marketing Mix Model Partner programme
Media measurement company Nielsen has joined Google’s Marketing Mix Model Partner programme, which allows vendors to integrate Google data into their platforms. The programme is also intended to help marketers understand the relationship between spend and sales. Nielsen's membership builds on its existing relationship with Google – in January 2016, Nielsen's digital ad ratings became available in DoubleClick Bid Manager and DoubleClick Campaign Manager. Some 57% of all US homes subscribed to streaming video on demand services in the first quarter of 2017, according to Nielsen, and both companies want to make further inroads into this market.
by Laurie Sullivan @lauriesullivan, April 19, 2017

Nielsen touted its relationship with Google Wednesday, reminding marketers that the data metrics and measurement company has been named to Google’s Marketing Mix Model Partner program.

The program based on the MMM statistical analysis lets partners collect Google advertising impression and spend data directly from Google's network of sites with standard practices. It aims to help marketers understand how their investments drive sales.

Google's marketing mix modeling partner program launched in early April to help vendors integrate Google data into their platforms. In addition to Nielsen, launch partners included analytics companies Marketing Management Analytics and Neustar MarketShare.

Google said it is making the data easier to access in one location from multiple properties, like search and YouTube. It also will provide partners access to training, resources, and specialists to help them understand the advertising products and practices.

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Nielsen and Google have a history or working together on metrics, measurement and research. In January 2016, Nielsen's Digital Ad Ratings became available in DoubleClick Bid Manager and DoubleClick Campaign Manager.

The two companies, however, will need to work even closer as Google pushes deeper into streaming and video on demand across YouTube.

Some 57% of homes subscribed to streaming video on demand SVOD service in the first quarter of 2017, according to Nielsen.

In March, Nielsen released analysis that looks at the number of U.S. homes that own various devices and how data has trended over time. It turns out that a bit more than 23% of TV homes own a digital streaming device such as an Amazon Fire TV, Apple TV, Google Chromecast or Roku, up from 19% in June 2016.

Google may have work to do to catch up to the most popular brands.

Roku and Apple TV have the highest household penetration, followed by Amazon Fire TV and Google Chromecast. In addition to the four brand-specific devices, nearly 11% of homes have streaming players from other brands and PC, tablets, smartphones connected to their television sets, per Nielsen.