닐슨과 더 트레이드 데스크, 유럽, 아시아, 멕시코, 캐나다의 오픈 인터넷을 위한 새로운 전략적 데이터 측정 파트너십 발표

트레이드 데스크는 닐슨 아이덴티티 시스템에 데이터를 제공하여 해외 시장에 진출할 것입니다.

NEW YORK – Feb. 17, 2022 – Nielsen (NYSE: NLSN) and The Trade Desk (Nasdaq: TTD) today announced a strategic partnership to power identity resolution for open internet measurement in key international markets around the world. The Trade Desk will help fuel Nielsen’s demographic data starting with France, Italy and the United Kingdom. Japan, Australia and Germany will launch on April 1, with plans to launch in other Asian and European markets, in addition to Canada and Mexico, on a regular cadence following the initial releases in 2022. 

Nielsen will integrate demographic data provided by The Trade Desk into the Nielsen ID System to provide more scope and accuracy in Nielsen’s digital ad measurement for the open internet, connecting digital impressions to demographics across millions of devices. Advertisers and publishers can use Nielsen Digital Ad Ratings with more confidence knowing that the solution is aimed towards appropriately assigning and deduplicating audience demographics across mobile and PC platforms when a digital ad is viewed. With this initiative, Nielsen becomes a preferred measurement provider of The Trade Desk and builds on the two companies’ longstanding relationship.

“This strategic partnership with The Trade Desk immediately scales Nielsen’s Identity System globally, and showcases our commitment to independent measurement and marketplace interoperability, facilitating an open ecosystem for the media industry, with audiences de-duplicated across multiple platforms,” said Karthik Rao, Chief Operating Officer, Nielsen. “We continue to evolve our technologies and methodologies as we move toward Nielsen ONE and this is a very important milestone for that vision of true cross-platform measurement across all screens, underpinned by a strong digital measurement capability.”

더 트레이드 데스크는 오픈 인터넷에서 최적의 광고 경험을 제공하기 위해 정확하고 투명한 측정을 위해 최선을 다하고 있습니다. 이 전략적 파트너십의 일환으로 더 트레이드 데스크는 닐슨의 아이덴티티 시스템에 인구통계학적 데이터를 제공할 것입니다. 이를 통해 가장 많은 혜택을 누릴 수 있는 주요 해외 시장에서 디지털 미디어, 특히 오버더페이지 광고 전반에 걸쳐 더욱 강력한 측정 및 보고를 발전시키는 데 도움이 될 것입니다.  

"세계 최대의 독립 수요측 플랫폼인 The Trade Desk는 오픈 인터넷에 데이터 기반 의사 결정, 광고 성과 및 투명성을 개선하는 측정 표준을 제공할 수 있는 유리한 위치에 있습니다."라고 The Trade Desk의 최고 데이터 책임자인 Michelle Hulst는 말합니다. "우리는 디지털 미디어 생태계, 특히 측정 분야에서 디지털 미디어 생태계를 지원하려면 우리 모두가 필요하다고 오랫동안 믿어 왔으며, 닐슨과 함께 전 세계적으로 오픈 인터넷을 발전시킬 수 있기를 기대합니다."

As part of the Nielsen ID System, the Nielsen ID Graph is calibrated against, and validated by, Nielsen’s people-based panels and truth sets. This deal will further position Nielsen to scale its ID Resolution System globally and truly deliver deduplicated audiences across linear and digital platforms as part of Nielsen ONE, its cross-media measurement solution.  

The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn 그리고 유튜브.