Amazon collaborated with Nielsen, a global leader in audience measurement, to integrate Nielsen Marketing Cloud audience segments into the Amazon DSP and Amazon Marketing Cloud (AMC). This integration grants advertisers access to Nielsen’s comprehensive data, including demographics, shopping behaviors, and media consumption. Facilitated by Zeotap Data Distribution, the data helps advertisers better target campaigns and measure performance within Amazon’s ecosystem. The primary goal is helping marketers improve return on investment (ROI) by reaching specific audiences across key sectors, including CPG, automotive, and finance. This enhancement strengthens Amazon’s advertising proposition. It combines Amazon’s vast reach with Nielsen’s deep audience insights, offering sophisticated tools for brands advertising both on and off Amazon.