9 December 2021 โ 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.
Nielsen Identity System berfungsi untuk menyatukan data identitas yang diterima Nielsen dengan cara yang dapat dioperasikan di seluruh ekosistem media. Pengiklan dan penerbit dapat menggunakan pengukuran Nielsen dengan percaya diri karena mengetahui bahwa ketika iklan digital dilihat, maka demografi yang terukur ditetapkan dengan tepat dan audiens diduplikasi di seluruh platform seluler dan PC untuk mendapatkan metrik berbasis orang yang sebenarnya. Nielsen mencapai hal ini dengan menggabungkan aset Nielsen secara unik dengan set data pihak ketiga yang dikalibrasi dengan set kebenaran.
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.
Selain itu, Nielsen dengan bangga menyampaikan bahwa mereka terus menjalin dan memperluas hubungan dengan penyedia data global dan lokal untuk memperkuat Nielsen Identity System. Saat ini Nielsen telah menambahkan lebih dari 2 miliar pengenal terduplikasi di seluruh pasar ke dalam Sistem Identitas, dan terus bertambah setiap harinya.
Sarah Miller, SVP, Product Management at Nielsen commented โWith 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 Nielsenโs 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 marketโs 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.โ
โNielsen continues to evolve its technologies and methodologies for independent measurement of audiences as the industry itself evolves to utilise cross-media measurement,โ said Sean Cohan, Nielsenโs Chief Growth Officer and President, International. โNielsenโs strategic measurement approach positions the company to deliver deduplicated audiences across linear and digital as part of Nielsen ONE.โย
