In a major step towards a post-cookie world, Nucleus Plan utilises real-time first party data, empowering advertisers to provide greater addressability and granularity for their campaigns
Powered by Nucleus, News UK’s proprietary data platform, Nucleus Plan provides evidence-backed campaign recommendations in minutes. The platform is continuously learning, drawing upon real time first party data signals. Already, over 2,000 campaigns and more than 75 billion campaign impressions have been analysed across News UK’s portfolio.
This breadth and depth of real time first party data, backed by market-leading measurement vendors, will give advertisers access to accurate digital campaign insight and planning recommendations.
Using Nucleus Plan, advertisers will be able to optimise their campaigns based on up to six key KPIs that align with their objectives: viewability, CTR, brand awareness, consideration, purchase intent and attention. Campaigns based on these KPIs can then be delivered using seven variables including audience, context, emotion and format.
Nucleus Plan incorporates deep integration from market leading measurement vendors, including Brand Metrics, who specialise in measuring brand lift, and Adelaide, the attention metric specialist. These provide deep insight into consumer behaviours at a user and content level, giving advertisers real ability to target more effectively whilst reducing ad waste.
Chris Longcroft, EVP, publisher at Times Media, commented: “Nucleus Plan is trained on a vast collection of first party, real time data.”
He added: “This means that we can offer campaigns that are truly data-led and optimised for client KPIs.”