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.
닐슨 아이덴티티 시스템은 미디어 에코시스템 전반에서 상호 운용 가능한 방식으로 닐슨이 수신하는 아이덴티티 데이터를 통합하는 역할을 합니다. 광고주와 퍼블리셔는 디지털 광고가 조회될 때 측정된 인구통계가 적절하게 할당되고 모바일과 PC 플랫폼에서 오디언스가 중복 제거되어 실제 사람 기반 측정지표에 도달한다는 사실을 알고 안심하고 닐슨 측정을 사용할 수 있습니다. 닐슨은 닐슨 자산과 진실 세트에 따라 보정된 타사 데이터 세트를 고유하게 결합하여 이를 달성합니다.
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.
또한, 닐슨은 닐슨 아이덴티티 시스템을 강화하기 위해 글로벌 및 현지 데이터 제공업체와 지속적으로 관계를 맺고 확장하고 있다는 사실을 공유하게 되어 기쁘게 생각합니다. 현재 닐슨은 여러 시장에서 중복 제거된 20억 개 이상의 식별기호를 아이덴티티 시스템에 추가했으며, 그 수는 날마다 증가하고 있습니다.
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.”
