尼尔森为全球归因测量推出 ID 解析系统

增强型解决方案提供有影响力的指标，使广告商能够更好地评估广告效果并优化跨平台预算

New York, NY – Feb. 18, 2021 - Nielsen (NLSN) today announced a new approach that moves away from third-party cookies to privacy-centric, people-based identifiers for Attribution. This new technique ensures advertisers and publishers are able to understand the entire consumer journey across platforms, better optimize their spend and prove the impact of advertising.

To combat the issue of data erosion and prepare for an increasingly fragmented future, Nielsen’s previously announced ID resolution system utilizes persistent, device-agnostic identifiers, enabling Nielsen to verify demographic characteristics and media exposure over time across all media. By underpinning its audience and outcomes measurement products with this ID resolution approach, Nielsen is ensuring its products have the flexibility to adjust to ongoing technology and regulatory changes and support cross-media measurement.

尼尔森正在改变其数字数据采集方法，为跨设备、个人层面的测量提供一种弹性的、始终在线的解决方案。作为该方案的一部分，尼尔森推出了身份同步（Identity Sync）技术，这是业内首个不依赖于设备ID或浏览器生态系统的非活动特定标签。这使得尼尔森能够随时随地实时收集与个人相关的广告主数据、他们长期使用的设备以及他们所采取的在线行动。此外，它还允许尼尔森使用持久性标识符作为每个转换事件的连接器，在消费者及其广告曝光之间建立确定性匹配。 

尼尔森已与部分客户完成了若干试点项目。早期研究结果表明，从基于 cookie 的解决方案转向尼尔森的持久性身份支持解决方案，可以提供更准确的营销测量。巴塞罗纳酒店集团（Barceló Hotel Group）通过使用身份同步（Identity Sync）系统，对客户旅程有了更深入的了解，96% 的转化率归因于实际的营销接触点。有了对客户行为的新了解，巴塞洛能够有效地分析其客户的媒体接触点，从而促成预订和销售，并通过放弃不能促成转化的关键字，在付费搜索等关键领域挖掘出 9% 的潜在节省空间。

“Barceló tapped Nielsen for their expertise in attribution measurement to fulfill the gap of insights that were preventing us from fully optimizing our media activation. With Nielsen’s innovative approach, we were able to take into account all measurable interactions along our customers’ journey and uncover waste to better allocate spend in the future,” said Johanna Álvarez, Adtech, Analytics & Attribution Manager at Barceló. “The level of accuracy that Nielsen was able to produce using persistent identifiers was unmatched, and we feel more empowered than ever to make better marketing decisions as the industry moves away from cookies.”

身份同步帮助尼尔森解决了在没有第三方 cookie 的情况下绘制数字足迹的能力问题。主要优势包括

• Maximized Data Capture & Reconciliation: Being able to take into account all measurable customer interactions means that advertisers have a better view of each touch point along the customer journey and can effectively analyze which interactions actually led to a desired customer action and uncover waste, allowing them to save on underperforming investments.
• Increased Cross-Device Clarity: As the sync collects multiple non-cookie-based identifiers of customers across their devices, Nielsen is able to provide an intelligent unified view of their path to conversion. As more publishers are integrated with the Nielsen ID System, our ability to resolve cross-device engagement continues to strengthen.
• Adaptability & Flexibility: Introducing de-identified person-based identifiers into the model is essential to laying the foundation for the next generation of attribution solutions that is resilient against digital disruption and industry changes.

“At Nielsen, we’re committed to helping our clients navigate the cookieless world and unlock the next generation of metrics that enable them to drive outcomes, maximize reach, and optimize their budgets“ said Matt Krepsik, GM of Planning & Outcomes Products at Nielsen. “With our transformed approach to Attribution, we’re turning data into actionable insights so advertisers can understand the impact of their marketing efforts and publishers can continue to prove the impact of advertising on their platforms.”

尼尔森的ID系统和现代化的归因方法以其独特的内部资产、与出版商和广告商的直接整合以及我们全面的测量图表为后盾。尼尔森ID系统还将利用尼尔森的面板来验证图表，并以注重隐私的方式将各种数据源的数据结合起来，以绘制消费者旅程图。尼尔森拥有技术堆栈、数据科学专业知识、后端基础设施和数据源，这将使公司能够保持独立性，并通过弹性系统解决ID问题，该系统可随着行业的发展和新数据源的出现摄取新的数据集。  

Nielsen’s next-generation approach to outcomes measurement is currently available globally for Nielsen Attribution.