Nielsen e The Trade Desk revelam nova parceria estratégica de medição de dados para a Internet aberta na Europa, Ásia, México e Canadá

O Trade Desk contribuirá com dados para o Nielsen Identity System para os mercados internacionais

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 Classificações de anúncios digitais da Nielsen 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.”

A The Trade Desk está comprometida em trabalhar para obter uma medição precisa e transparente em prol de uma experiência de publicidade ideal na Internet aberta. Como parte dessa parceria estratégica, a The Trade Desk fornecerá dados demográficos ao Sistema de Identidade da Nielsen. Ao fazer isso, ajudará a promover medições e relatórios mais robustos em toda a mídia digital, especialmente na publicidade over-the-page, nos principais mercados internacionais que têm mais espaço para se beneficiar.  

"Como a maior plataforma independente de demanda do mundo, a The Trade Desk está em uma posição privilegiada para fornecer à Internet aberta um padrão de medição que melhora a tomada de decisões baseadas em dados, o desempenho da publicidade e a transparência", disse Michelle Hulst, diretora de dados da The Trade Desk. "Há muito tempo acreditamos que é preciso todos nós para apoiar o ecossistema de mídia digital, especialmente no mundo da medição, e esperamos avançar a Internet aberta junto com a Nielsen internacionalmente."

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 e YouTube.