Nielsen unveils Media Data Room (MDR)

Global performance management company Nielsen recently unveiled the Nielsen Media Data Room (MDR), a cloud-based platform enabling access to respondent-level analytics from big data sets.  The NY-based company claims its MDR facilitates the exchange and sharing of large data sets while prioritizing privacy and efficiency.  Nielsen's MDR is part of a collaboration with cloud data storage giant Snowflake. The new offering leverages Snowflake Data Cloud as the underlying platform.   The new cloud-based platform is built on its Media Data Lake, a cloud-based repository that stores data used for audience measurement.  This offering is part of Nielsen's data modernization strategy, which aims to improve metrics, streamline the delivery of analytics to customers, and facilitate data collaboration among advertisers, agencies, and media companies.