The Media Data Room is part of the modernization of Nielsen’s data architecture, which sits atop the cloud-based Media Data Lake repository housing all data used by the company for audience measurement. It’s the first phase of a data modernization strategy that will be powered by Snowflake’s data clean room technology, Nielsen’s statement said.
The MDR will play a significant role in the transition to big data plus panel national TV measurement and ultimately support the industry’s transition to individual commercial audience measurement, according to Nielsen.
“Advertisers, agencies and media companies all need data collaboration and accessibility in near real-time, all wrapped in a privacy-preserving technology,” said Bill Stratton, global head of media, entertainment and advertising for Snowflake, in the statement. “In joining Snowflake’s Media Data Cloud, Nielsen will be delivering the next generation of data products for their clients.”