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.
尼尔森身份识别系统（Nielsen Identity System）的作用是在整个媒体生态系统中以可互操作的方式统一尼尔森接收的身份数据。广告商和出版商可以放心地使用尼尔森的测量数据，因为他们知道，当数字广告被观看时，测量的人口统计学数据会被适当分配，受众会在移动和PC平台上被重复，从而获得真正的以人为本的指标。尼尔森通过将尼尔森资产与根据真实数据集校准的第三方数据集独特地结合起来，实现了这一目标。
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.
此外，尼尔森很高兴地告诉大家，我们将继续与全球和本地数据提供商建立并扩大合作关系，为尼尔森身份识别系统提供动力。今天，尼尔森已经在身份识别系统中添加了超过20亿个不同市场的去重标识符，而且每天都在增加。
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.”
