Nielsen Launches Outcomes Marketplace for Smarter Ad Measurement

Discover how Nielsen is transforming ad measurement by forging a strategic partnership with Realeyes, the first partner in its new Outcomes Marketplace. As covered by Michael Burgi in Digiday, this interoperable ecosystem within the Nielsen ONE platform integrates attention, brand, sales and conversion metrics, giving advertisers a unified view of campaign outcomes alongside traditional reach and frequency data. 

The partnership represents a shift in how Nielsen defines advertising success. Nichole Henderson, GM of Global Campaign Analytics at Nielsen, said the Outcomes Marketplace enables “measurement of what truly matters: real business results.” Realeyes’ attention-based ad scoring is central to this new approach. The company uses millions of human observations to predict creative impact on brand lift and media cost efficiency across social and video channels. 

Realeyes has compiled a large dataset containing over 18 million human observations that map attention and emotion across more than 350 billion video frames in 90 countries. For creative and influencer campaigns, this level of data can be a game changer. Captiv8, now part of Influential, is already using the platform. CEO Krishna Subramanian stated that Nielsen’s attention metrics raise the bar for influencer marketing, allowing campaigns to move beyond surface-level engagement statistics to show real business impact.

This launch builds on the December 2024 integration of Realeyes’ capabilities into Nielsen’s campaign analytics suite and delivers the first major outcome from that collaboration.  

Looking ahead, Nielsen plans to expand the Outcomes Marketplace with more measurement partners throughout 2025. These additions will broaden its scope to include ad engagement, brand perception shifts and conversion metrics, all within a flexible and interoperable ecosystem. 

As advertisers increasingly demand insights that go beyond reach or impressions, the Nielsen and Realeyes Outcomes Marketplace offers a new standard. It combines creativity, audience attention and tangible business outcomes into one powerful measurement platform.