Permutive vs Nielsen Marketing Cloud

Permutive8.5Visit Nielsen Marketing Cloud7.8Visit

Higher score Permutive #3 in Audience Data Providers 8.5/10 Pricing on request ✓ 0 of 2 features Visit Permutive

vs

Nielsen Marketing Cloud #7 in Audience Data Providers 7.8/10 Pricing on request ✓ 0 of 2 features Visit Nielsen

• Permutive fits best

  Publishers building privacy-safe audience cohorts

• Nielsen Marketing Cloud fits best

  Marketers seeking omnichannel audience data and activation

Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.

Side by side

Feature	Permutive 8.5/10 Visit ↗	Nielsen Marketing Cloud 7.8/10 Visit ↗
At a glance
Editor score	8.5	7.8
Ranking	#3 in Audience Data Providers	#7 in Audience Data Providers
Best for	Publishers building privacy-safe audience cohorts	Marketers seeking omnichannel audience data and activation
Pricing model	Paid	Paid
Starting price	Pricing on request	Pricing on request
Free plan	Not checked yet	Not checked yet
Free trial	—	—
Deployment	Cloud	Cloud
Platforms	Web	Web
Built for	Mid-market, Enterprise	Mid-market, Enterprise
Features Permutive 0/2 · Nielsen Marketing Cloud 0/2
Audience building	Not checked yet	Not checked yet
Identity resolution	Not checked yet	Not checked yet
Specs
Data sources	Not checked yet	Not checked yet
Activation destinations	Not checked yet	Not checked yet
Data refresh	Not checked yet	Not checked yet
Deployment	Not checked yet	Not checked yet
Our review
Pros	Collects first-party data and builds audience cohorts and segments Supports lookalike modeling, insights and real-time targeting Activates across SSPs, DSPs, ad servers and other partner destinations	Combines first-, second- and third-party data with Nielsen and partner data Supports custom audience segmentation and cross-channel campaign measurement Plans and activates campaigns across major touchpoints, including linear TV
Cons	Pricing requires a sales conversation Its publisher-oriented scope may exceed simpler audience needs Cloud deployment may not suit teams seeking another deployment model	Pricing and availability require contacting Nielsen Activation and measurement cover a broad scope that may exceed narrower needs NMC data coverage through InfoSum is specified for the US, UK and Canada
Our verdict	Permutive brings together first-party data collection, audience modeling, data collaboration and activation for publishers, advertisers, agencies and retail media teams. Its publisher-oriented capabilities make it a fit for mid-market and… Read the review →	Nielsen Marketing Cloud brings audience data, analytics, media planning, activation, data management and attribution into a cloud platform for media buyers, media sellers, brands and agencies. Its intended fit is mid-market and enterprise… Read the review →

Strengths and trade-offs

• Permutive — where it wins

  • Collects first-party data and builds audience cohorts and segments
  • Supports lookalike modeling, insights and real-time targeting
  • Activates across SSPs, DSPs, ad servers and other partner destinations

  Where it doesn't

  • Pricing requires a sales conversation
  • Its publisher-oriented scope may exceed simpler audience needs
  • Cloud deployment may not suit teams seeking another deployment model

• Nielsen Marketing Cloud — where it wins

  • Combines first-, second- and third-party data with Nielsen and partner data
  • Supports custom audience segmentation and cross-channel campaign measurement
  • Plans and activates campaigns across major touchpoints, including linear TV

  Where it doesn't

  • Pricing and availability require contacting Nielsen
  • Activation and measurement cover a broad scope that may exceed narrower needs
  • NMC data coverage through InfoSum is specified for the US, UK and Canada

• Permutive8.5/10 · Pricing on request

  A publisher-focused platform for building, modeling and activating first-party audience cohorts.

  Visit PermutiveFull verdict →
• Nielsen Marketing Cloud7.8/10 · Pricing on request

  Combines audience data, planning, activation and measurement across media channels.

  Visit NielsenFull verdict →