尼尔森通过大数据集创建安全、高效的受访者级分析访问；利用 Snowflake 支持数据共享平台
NEW YORK - June 14, 2023 – Nielsen, a global leader in audience measurement, data and analytics, announced today the introduction of Nielsen Media Data Room (MDR), a cloud-based platform that will modernize the way the company distributes its wealth of audience data. As census first-party data from clients plays an increasing role in measurement, this important innovation will provide the industry with the necessary means to access and share large data sets in an efficient, privacy-safe way.
Nielsen’s MDR will be brought to market by working with Snowflake and using its Media Data Cloud as the underlying platform. The first data set made available under this initial implementation will be Nielsen Respondent Level Data (NRLD), which is a modeled, representative subsample from 35MM homes, for U.S. National linear television. Clients will easily access NRLD and query the data for near real-time insights.
通过利用Snowflake，尼尔森将带来一个熟悉的技术平台，该平台已经嵌入到许多客户的工作流程中。这将实现尼尔森媒体数据室的高效和规范部署，最大限度地减少现有Snowflake客户的设置，并为客户提供灵活性，使其在未来更容易地加入尼尔森及其第一方数据集。
MDR是尼尔森确保其数据在媒体生态系统中可用的多种方式之一。尼尔森将继续通过应用程序接口（API）、推动行业购买和发布系统的行业工作流程以及Nielsen ONE 来加强数据交付，而 MDR 将最终取代之前所有的数据分发形式，包括 FTP 和尼尔森定制应用程序。
"受众测量首席技术官Srini Varadarajan表示："尼尔森在如何代表我们的客户以强大的方式使用数据方面一直处于领先地位。"我们对数据架构进行了现代化改造，以便在高度可定制、安全可靠的云环境中为客户提供分析服务，这是我们如何通过创新来满足媒体生态系统复杂需求的又一例证"。
The introduction of Nielsen MDR underscores the evolution and modernization of Nielsen’s data architecture, which sits atop Nielsen’s Media Data Lake – the cloud-based repository that houses all of the data used by the company for audience measurement. Nielsen MDR is the first phase of its data modernization strategy and will ultimately evolve to be powered by Snowflake’s data clean room technology, offering an environment that allows companies to perform data collaboration and analysis with respondent level data from all households in the future.
在当今的媒体生态系统中，广告商、代理商和媒体公司都需要近乎实时的数据协作和访问，所有这一切都包裹在保护隐私的技术中，"Snowflake 媒体、娱乐和广告全球主管 Bill Stratton 说，"加入 Snowflake 的媒体数据云后，尼尔森将为客户提供下一代数据产品。"加入 Snowflake 媒体数据云后，尼尔森将为其客户提供下一代数据产品。
尼尔森在建立一个能够满足客户对隐私、速度、可靠性和有效性需求的技术生态系统方面所取得的进展，表明了尼尔森近年来在开发和推出Nielsen ONE 平台的同时所进行的大量投资。尼尔森MDR将在公司向大数据+面板全国电视测量过渡的准备工作中发挥重要作用，并最终支持行业向个体商业指标的过渡。
关于尼尔森
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com 并在社交媒体（Twitter、LinkedIn、Facebook 和 Instagram）上与我们联系。
