尼尔森增强澳大利亚数字广告评级的身份识别系统

来自多个数据提供商的人口统计数据将为尼尔森身份识别系统提供动力，为开放网络的数字测量带来规模和更高的准确性

Sydney, Australia, 9 March 2022 – On April 1, Nielsen will enhance its open web methodology in Australia for 数字广告评级 through the Nielsen Identity System. 

尼尔森身份识别系统彻底改变了在瞬息万变的媒体生态系统中衡量数字广告活动的方式。 

The Australian launch of the Nielsen Identity System with 1st of  April data follows successful launches in Italy, France and the UK earlier this year. Preview data for the month of November 2021 for these markets, saw more than 90% of all DAR Open Web campaigns reported with demographics.

Monique Perry, Nielsen Pacific Managing Director said, “We’re leading the way in solving digital consumer behaviour fragmentation. From granularity, to large-scale measurement, we’re delivering actionable insights to help advertisers measure, manage and optimise their campaign budgets and results.” 

得益于尼尔森身份识别系统（Nielsen Identity System）对数字广告评级（Digital Ad Ratings）的支持，广告商和出版商可以放心地衡量受众的覆盖范围和频率，因为当数字广告被观看时，人口统计数据会在移动和个人电脑平台上进行重复，从而获得真正基于人的指标。 

尼尔森身份识别系统在测量开放网络的数字广告活动的同时，也测量已经整合到位的围墙花园的数字广告活动。尼尔森身份识别系统将开放网络的数字广告印象与尼尔森和第三方数据提供商提供的澳大利亚人口统计数据连接起来。该系统以隐私为中心，由5700多万个设备标识符提供支持。

Nielsen is thrilled to announce its first Australian data provider Unpacked by Flybuys to be part of the media industry measurement solution, as well as a number of global data partners, including 贸易服务台, Equifax AU, Kochava, BDEX, Full Contact, MediaWallah, Toluna and Cint, who all deliver premium local identity data at scale. Nielsen continues to enter into and expand its relationships with both global and local data providers to power up the Nielsen Identity System. 

这些战略合作关系与尼尔森独特的数据资产和先进的机器学习技术相结合，巩固了尼尔森在澳大利亚乃至全球数字广告测量领域的领先地位。

Jonathan Betts, Nielsen Executive Director of Commercial Growth and Product Strategy Australia said, “By drawing on data from strategic data providers, we’re making a huge leap towards delivering people-based measurement for digital campaigns in a way that will integrate with other channels to deliver cross-channel campaign measurement. These strategic relationships ensure we’re delivering unparalleled value and insights for our local Digital Ad Ratings clients. The Nielsen Identity System serves to unify the identity data that Nielsen receives in an interoperable way across the media ecosystem.”

Andrew Palmer, Nielsen Head of Media Analytics Australia, said, “In some instances, these new integrations enable a direct link between a verified ad exposure and consumer behaviour. This linkage can then deliver true outcome-based measurement, enabling both brand and sales lift quantification.”

4 月份还将在日本、德国和印度推出增强型尼尔森身份识别系统，今年晚些时候将在西班牙、印度尼西亚、加拿大、新加坡、泰国和香港推出。

This is an important milestone as we continue to evolve our technologies and methodologies as we move toward our global Nielsen ONE strategy, underpinning a strong digital measurement capability which helps with the vision of a true cross-platform that measures across all screens.