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.
Nielsen Identity System służy do ujednolicenia danych identyfikacyjnych, które Nielsen otrzymuje w sposób interoperacyjny w całym ekosystemie medialnym. Reklamodawcy i wydawcy mogą bez obaw korzystać z pomiarów Nielsena, wiedząc, że gdy wyświetlana jest reklama cyfrowa, mierzone dane demograficzne są odpowiednio przypisane, a odbiorcy są deduplikowani na platformach mobilnych i komputerowych, aby uzyskać prawdziwe wskaźniki oparte na ludziach. Nielsen osiąga to dzięki unikalnemu połączeniu zasobów Nielsen z zestawami danych stron trzecich skalibrowanymi względem zestawów prawdy.
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.
Ponadto Nielsen z przyjemnością informuje, że kontynuuje nawiązywanie i rozszerzanie relacji z globalnymi i lokalnymi dostawcami danych w celu wzmocnienia systemu Nielsen Identity System. Obecnie Nielsen dodał ponad 2 miliardy zdeduplikowanych identyfikatorów na różnych rynkach do Systemu Identyfikacji, a liczba ta rośnie każdego dnia.
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.”
