Advanced Audiences is supported by Nielsen Consumer & Media Insights – CMI and is backed by integrations with prominent demand-side platforms and more than 4,000 segments.

The tool will allow users them to profile their audiences in Nielsen CMI, while simultaneously targeting them via affiliated DSPs.

Nielsen managing director Monique Perry said: “This is a win for advertisers and agencies. By integrating Nielsen Advanced Audiences into demand-side platforms, we’re enabling brands to precisely target bespoke audiences, ensuring every digital activation is tailored to real consumer behaviour and insights.”

Ella Gribben, commercial director, audience measurement, at Nielsen, added: “We all know reach is important, but the real value lies in connecting brands with the right people, in the right place, at the right time, and that’s what Advanced Audiences does so well.

“It allows advertisers to tap into more nuanced audience segments, tailored specifically to New Zealand. It means smarter, more impactful campaigns – campaigns that will now be more transparent, more effective, and much easier to plan.”