Nielsen launches location targeting platform

Global measurement company Nielsen has announced the launch of a geospatial platform called GeoCMV Explorer.

Nielsen says the platform, in partnership with RDA Research, will allow advertisers, agencies, publishers and sports bodies to make more accurate marketing decisions through access to a location-based planning tool and audience profiles.

Geospatial maps are used to indicate consumer behaviour and intention to purchase, meaning advertisers will be able to target audiences based on their location and proximity to nearby retail outlets.