尼尔森推进测量与技术的下一个前沿领域

新的 ID 解析系统涵盖受众和成果测量，为跨媒体测量和新一代数字方法提供支持

New York, NY – Nov. 19, 2020 - Nielsen (NLSN) today unveiled its ID resolution system that will underpin its audience and outcomes measurement products in a cookieless world to support cross-media, including digital. Consistent with its mission of providing trusted and independent measurement, Nielsen will continue to deliver holistic, people-based measurement across all platforms and publishers and deduplicate devices, content and ad exposure even as existing identifiers can no longer be relied upon. 

为了应对数据侵蚀问题，并为日益分散的未来做好准备，尼尔森正在推进其技术，以向行业提供差异化的测量和结果数据。转向由尼尔森面板真相集培训和校准的基于人的数据集，并以身份识别为基础，将为公司带来最佳定位，并实现真正的跨渠道测量。利用这种新的身份识别方法，广告商可以保持信心，当广告被个人观看时，受众数量会被准确地重复计算，并在包括移动、PC 和电视在内的所有平台上进行测量，人口统计和结果也会相应地得到验证。  

准确性对于测量和结果至关重要。与用于定位的ID分辨率不同，用于测量的ID必须在不同平台、出版商和设备之间保持一致和持久，以确保准确无误地观察受众行为和偏好。尼尔森ID采用持久的、与设备无关的标识符，这些标识符已通过其高质量的面板真实集验证，使尼尔森能够验证所有媒体的人口统计特征和长期收视率。 

To reconcile various first party IDs and replace third party cookies across the digital ecosystem, Nielsen will work with 贸易服务台 and the industry on Unified ID 2.0, an open and interoperable ID built on hashed and encrypted email addresses. It will provide a framework for interoperability between the Nielsen ID and Nielsen’s direct integrations across platforms and publishers, enabling Nielsen to deliver comprehensive and comparable measurement.

“By underpinning our audience and outcomes measurement products with our unique ID resolution methodology, we are futureproofing our business and products from ongoing technology and regulatory changes,” said Mainak Mazumdar, Chief Data Officer at Nielsen. “Backed by Nielsen’s gold-standard panels, we are building the blocks for a privacy centric, flexible approach to measuring individuals’ exposure to ads across all media to power the media industry well into the future.”

为了建立全面的解决方案，尼尔森正在利用各种数据、直接集成和新技术以及其特定测量的身份图谱。公司利用机器学习模型扩大测量范围，从而继续发展其基于人的测量基础。尼尔森的身份解析系统包括

• Ecosystem Connectivity: Direct integrations with publishers and advertisers to access information associated with actual people and the devices they use over time, and don’t depend on device IDs or the browser/app ecosystem. 
• Nielsen ID: Nielsen will utilize its panels to correct biases and drive comparability, and combine data across various data sources in a privacy-centric manner to link people to households and devices to support measurement.
• Machine Learning Models: Proprietary machine learning models that integrate and enrich data across environments to ensure accuracy, comparability and representation in measurement and outcomes products.

As Nielsen combines linear and addressable TV and digital data assets onto a single platform, the ID methodology will scale the holistic measurement across all premium video across all media. On the heels of its digital transformation, the company has reimagined its offerings to ensure the flexibility to adapt to ongoing changes in the technology and privacy landscape. Nielsen’s ownership of the technology stack, data science expertise, back-end infrastructure and data sources will allow the company to maintain independence and approach ID resolution with a resilient system that can ingest new datasets as the industry evolves and new sources become available.  

尼尔森正积极与MRC合作审查新的分辨率方法，以确保其符合受众测量标准。尼尔森将从2021年第一季度初开始在美国分阶段推出ID分辨率系统。下一代测量方法将应用于数字广告收视率、广告总收视率、数字内容收视率、内容总收视率、电视数字收视率、尼尔森归因和尼尔森活动提升。