Nielsen améliore le système d'identité pour l'évaluation des publicités numériques en Australie

Les données démographiques provenant de plusieurs fournisseurs de données alimenteront le système d'identité Nielsen afin d'accroître l'échelle et la précision de la mesure numérique du web ouvert.

Sydney, Australia, 9 March 2022 – On April 1, Nielsen will enhance its open web methodology in Australia for Évaluation des publicités numériques through the Nielsen Identity System. 

Le système d'identité Nielsen révolutionne la manière dont les campagnes publicitaires numériques sont mesurées dans un écosystème médiatique en rapide évolution. 

The Australian launch of the Nielsen Identity System with 1st of  April data follows successful launches in Italy, France and the UK earlier this year. Preview data for the month of November 2021 for these markets, saw more than 90% of all DAR Open Web campaigns reported with demographics.

Monique Perry, Nielsen Pacific Managing Director said, “We’re leading the way in solving digital consumer behaviour fragmentation. From granularity, to large-scale measurement, we’re delivering actionable insights to help advertisers measure, manage and optimise their campaign budgets and results.” 

Thanks to the Nielsen Identity System powering Digital Ad Ratings advertisers and publishers can measure reach and frequency of their audiences with confidence knowing that when a digital ad is viewed, demographics are deduplicated across mobile and PC platforms in order to get to true people-based metrics. 

Le système d'identité de Nielsen mesure les campagnes numériques pour le web ouvert en plus des intégrations déjà en place pour les jardins clos. Le système d'identité Nielsen relie les impressions publicitaires numériques pour le web ouvert aux données démographiques australiennes de Nielsen et de fournisseurs de données tiers. Il est alimenté par plus de 57 millions d'identifiants d'appareils dans le respect de la vie privée.

Nielsen is thrilled to announce its first Australian data provider Unpacked by Flybuys to be part of the media industry measurement solution, as well as a number of global data partners, including Le comptoir du commerce, Equifax AU, Kochava, BDEX, Full Contact, MediaWallah, Toluna and Cint, who all deliver premium local identity data at scale. Nielsen continues to enter into and expand its relationships with both global and local data providers to power up the Nielsen Identity System. 

These strategic relationships, combined with Nielsen’s unique data assets and sophisticated machine learning technology, cement its place as the leader in digital ad measurement, both in Australia and globally.

Jonathan Betts, Nielsen Executive Director of Commercial Growth and Product Strategy Australia said, “By drawing on data from strategic data providers, we’re making a huge leap towards delivering people-based measurement for digital campaigns in a way that will integrate with other channels to deliver cross-channel campaign measurement. These strategic relationships ensure we’re delivering unparalleled value and insights for our local Digital Ad Ratings clients. The Nielsen Identity System serves to unify the identity data that Nielsen receives in an interoperable way across the media ecosystem.”

Andrew Palmer, Nielsen Head of Media Analytics Australia, said, “In some instances, these new integrations enable a direct link between a verified ad exposure and consumer behaviour. This linkage can then deliver true outcome-based measurement, enabling both brand and sales lift quantification.”

April will also see the launch of the enhanced Nielsen Identity System in Japan, Germany and India, with Spain, Indonesia, Canada, Singapore, Thailand and Hong Kong to follow later this year.

This is an important milestone as we continue to evolve our technologies and methodologies as we move toward our global Nielsen ONE strategy, underpinning a strong digital measurement capability which helps with the vision of a true cross-platform that measures across all screens.