一月份标志着新的一年和新的十年的开始，这将给媒体行业带来变革性的变化。与以往任何时候相比，观众将时间分散在更多的设备和平台上，营销人员需要发展自己的战略和技术，以适应这些新的观看行为，并解决消费者日益增长的隐私问题。
Last week’s AdExchanger’s Industry Preview provided an opportunity for the world’s industry-leading brands to discuss the future of marketing technology over the next 12 months. And our own Chief Product, Technology, & Operations Officer of Nielsen Global Media, Karthik Rao, joined AdExchanger’s managing editor Ryan Joe on stage at the event in New York to share how Nielsen is innovating to better serve the evolving media industry.
尼尔森的 "媒体真相"（One Media Truth）对媒体行业的重要性从未像现在这样明显。我们一直在努力发展我们的测量方法，以领先于下一次变革。正如Karthik所言，"紧跟媒体行业的创新和变革是我们努力的方向"。
观众碎片化是媒体中一个日益严重的干扰点。这凸显了跨平台测量的必要性。随着消费者观看内容的渠道越来越多，营销人员需要了解受众在哪里花费时间，以便更好地引导广告投放。尼尔森 2020 年的重点领域之一就是完善我们的跨平台测量。
"拥有一个可扩展的平台来规范消费内容、消费时间和消费人群是非常重要的，而这些内容很多都来自尼尔森。Karthik 指出："我们必须非常清楚如何加快这一过程，我们正在取得非常好的进展。
消费者不仅通过更多渠道消费媒体，还消费更多内容。但随着消费时长的增加，观众更倾向于在不同体验之间跳转。品牌和平台不再能孤立地为消费者创造最佳体验--消费者现在期待的是跨平台体验。"Karthik 强调说："所有这些平台都在创造创新的体验，而我们提供了营销人员所渴望的清晰度，可以进行重复，并获得跨平台的完整营销活动视图。
Another source of disruption stems from the industry shift to move away from cookies within the next two years, and instead introduce the “Privacy Sandbox,” an initiative that aims to evolve the web with architecture that advances privacy, while continuing to support a free and open ecosystem. Again, this change highlights the value that third-party measurement provides for the media industry. By combining big data sets with Nielsen’s panel data, we’re able to provide a single source of truth to the market that puts consumer privacy first.
“We’re always going to be supportive of anything [privacy-related] that happens in the industry because it’s a core tenet of how we’ve existed for decades. We’ve created really good data products that are good at adhering to privacy constructs in the industry,” Karthik explained. “From a tech and data science perspective, the winners will be the ones that understand how to work with data and algorithms without tripping the lines of privacy.”
