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Music streaming platform Spotify has strengthened its relationship with data specialists Nielsen in an effort to improve measurement of the effectiveness and reach of its global advertising platform.

Broader collaboration will include adoption of Nielsen Brand Effect by Spotify across multiple regions; including the US, UK and Japan to enable marketers to better optimise advertising campaigns by better understanding how the content affects their target audiences.

In doing so brands will be able to properly gauge the effectiveness of their campaigns in relation to awareness, perception and purchase intent across audio, video and display.

Brian Benedik, global head of advertising at Spotify commented: “As our advertising platform matures, we’ve set out to prove that Spotify is so much more than the cool kid on the block; it’s a valuable platform that delivers major impact for brand advertisers. With Nielsen’s industry leading measurement tools in our arsenal, we’re able to prove just how big that impact is.”

Jessica Hogue, senior vice president of digital solutions at Nielsen added: “Whether an advertiser is looking to make decisions on creative format, length or placement, Nielsen Brand Effect will be able to help bring real insights based on real people to better inform those choices on maximizing the value of their investments.”

Spotify already relies upon Nielsen to measure the reach of ad campaigns, demonstrate offline sales and record audience engagement having launched a new 'Active Media' format which allows people to skip adverts.