最近几个月，苹果和火狐改变了浏览器政策，逐步淘汰第三方 cookie 跟踪，谷歌也宣布打算在两年内采取同样的措施。虽然这些变化的目的是让消费者受益，但它们无意中创造了一种环境，让营销人员对在应用程序、平台和网站上看到其广告的受众的客观洞察力降低，特别是如果出版商和广告商的用例没有得到解决的话。如果没有独立的视角，市场对数字广告的信心就会受到严重削弱。
在尼尔森，通过颠覆建立信心是我们的DNA。1950 年，随着第一批全国性广播公司的成立，我们首次推出了电视收视率。随着收视的碎片化，我们开创了纠正大数据源偏差的方法，以便将其引入我们的媒体面板。如今，我们正在进行创新，以衡量数字和流媒体，并创建一个新的衡量范例，以保持共同市场的完整性。
所有这些时刻与当前时刻的共同点是，透明度对于实现增长至关重要。数字媒体支持着一个连接世界各地人们的生态系统。要想继续发展，市场就需要有信心，相信它所依赖的衡量标准是公正的，是在从根本上尊重消费者隐私的基础上建立起来的，并且能够在媒体创新的下一个十年中生存下去。
以下是我们为确保尼尔森测量继续为数字广告带来透明度而采取的三项举措：
- The new model for media measurement. Measuring the future of digital advertising requires techniques and technology that don’t depend on cookies or other forms of shared digital identity. We are working with major connected TV players to measure the audiences who see ads on their platforms. For example, Nielsen has been working closely with Google to ensure our measurement of YouTube is available to marketers through Google’s Ads Data Hub environment. These pivotal moves and others like them ensure that Nielsen will continue to provide an evolving market with transparency.
- Privacy-centric innovation. As our digital advertising measurement evolves, we are striving to put that privacy at the center of our design requirements and methodologies. We are focused on developing new algorithms, models and deduplication methodologies that take into account consumer choices about how data is collected and used at a ground level. This is now a table-stakes requirement for all products. With privacy at the core of product development, we will build solutions that provide greater insight into how ads drive reach and outcomes across platforms.
- A truth set for cross-platform media. As media fragments and barriers to direct measurement grow, the role of truth sets in media increases exponentially. Through investments in our media panels, Nielsen is expanding the devices and sources we cover to power cross-site and cross-platform reach, frequency and ROI analytics. This includes both sample and census-based measurement. We are focused on expanding our measurement coverage to reflect the diversity of what people around the world listen to, watch and read.
再一次，我们的行业面临的选择是，通过透明来发展，还是通过市场分裂来收缩。在尼尔森，我们相信消费者隐私和市场公平是完全可以兼得的--我们致力于确保这一点。
This article was originally published in 广告周刊.
