9 December 2021 – Nielsen (NYSE: NLSN) today announces the release of its enhanced Nielsen Identity System for Digital Ad Ratings in 15 markets starting on 1st February 2022. This change enables more accurate digital ad measurement, connecting digital impressions to the demographics of people across billions of devices in preparation for a cookieless future.
To combat the issue of cookie and mobile ad id erosion and in preparation for an increasingly fragmented future, Nielsen previously announced the revolution of digital audience measurement. Nielsen leads the industry by providing holistic people-based measurement across devices, de-duplicating across platforms and publishers.
Das Nielsen Identity System dient der Vereinheitlichung der Identitätsdaten, die Nielsen auf interoperable Weise über das gesamte Medienökosystem hinweg erhält. Werbetreibende und Publisher können die Nielsen-Messungen mit der Gewissheit nutzen, dass beim Betrachten einer digitalen Anzeige die gemessenen demografischen Daten korrekt zugewiesen und die Zielgruppen über mobile und PC-Plattformen hinweg dedupliziert werden, um echte personenbasierte Messwerte zu erhalten. Nielsen erreicht dies durch die einzigartige Kombination von Nielsen-Assets mit Datensätzen von Drittanbietern, die anhand von Wahrheitsdaten kalibriert werden.
Following the roll out in the UK, Italy, and France on 1st February, the enhanced Nielsen Identity System for Digital Ad Ratings is planned for release in Japan, Australia, India and Germany on April 1st; Spain, Brazil, Indonesia and Canada on 1st May; and Singapore, Mexico, Thailand, and Hong Kong on 1st June. Nielsen plans to release the enhanced Identity System across other markets on a monthly cadence following the initial releases in 2022.
Darüber hinaus freut sich Nielsen, dass wir unsere Beziehungen zu globalen und lokalen Datenanbietern weiter ausbauen, um das Nielsen Identity System zu stärken. Heute hat Nielsen mehr als 2 Milliarden de-duplizierte Identifikatoren über Märkte hinweg in das Identity System aufgenommen, und es werden täglich mehr.
Sarah Miller, SVP, Product Management at Nielsen commented “With this enhancement to our Identity System we are taking another step to assure the longevity of ad measurement amidst the rapidly evolving digital ecosystem. Because of Nielsen’s unique data assets, we are not only able to adjust and correct licensed third party user registration data using panels, we have also developed sophisticated machine learning algorithms to cluster digital IDs into people and correct for any possible imbalances from the market’s universe of users. It is this advanced data science methodology fueled by the sheer volume of Nielsen Identities that will empower the digital ad measurement into the future.”
“Nielsen continues to evolve its technologies and methodologies for independent measurement of audiences as the industry itself evolves to utilise cross-media measurement,” said Sean Cohan, Nielsen’s Chief Growth Officer and President, International. “Nielsen’s strategic measurement approach positions the company to deliver deduplicated audiences across linear and digital as part of Nielsen ONE.”
