Developed by UPA in partnership with Neodata Group, Nessie (Next gEneration System for Strategic Insights Exploitation) is one of the first international system projects for the consortium management of big data at the service of marketing and communication. In particular, Nessie is focused on the creation of a data lake, shared between the participating companies, which provide their data (cookies) to enhance them and using for profiling and delivering ad campaigns.

Nessie was born from the collaboration between some important Italian and multinational brands and the UPA itself, which promoted it and which will guarantee the correct interaction between the various actors. UPA will also have the responsibility to represent the different needs of the companies participating in the project and to stimulate the development, on the new platform, of other common assets.

Eight companies have already joined Nessie: Bolton, Ferrero, Henkel, Nestlé, Perfetti, Piaggio, Valsoia.

Last September the second phase of the project was activated, that of audience extension on data made available by traffic providers, at the moment: 4W Marketplace, AdnKronos.

The projects is able to provide a solution to many aspects highly requested by brands on the market:

  • financial and operational transparency;
  • the independent ownership and enhancement of the so-called first-party data (the data of exclusive ownership of the individual companies);
  • the quality of the data collected.

For some of the member companies it is also an opportunity to access, for the first time, DMP (Data Management Platform) functions, with which to activate the audience for profiled advertising, site customization, direct marketing or business intelligence.