Nielsen (NLSN) today unveiled its ID resolution system that will underpin its audience and outcomes measurement products in a cookieless world to support cross-media, including digital. Consistent with its mission of providing trusted and independent measurement, Nielsen will continue to deliver holistic, people-based measurement across all platforms and publishers and deduplicate devices, content and ad exposure even as existing identifiers can no longer be relied upon.
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To combat the issue of data erosion and prepare for an increasingly fragmented future, Nielsen is advancing its technology to deliver differentiated measurement and outcomes data to the industry. The move to people-based data sets trained and calibrated by Nielsen’s panel truth set and underpinned by identity will best position the company and allow for true cross-channel measurement.
With this new ID methodology, advertisers can maintain confidence that when an ad is viewed by an individual, the audience count is accurately deduplicated and measured across all platforms including mobile, PC and television and demographics and outcomes are validated accordingly.
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Accuracy is paramount for measurement and outcomes. Unlike the ID resolution used for targeting, IDs used for measurement must be consistent and persistent across platforms, publishers and devices to ensure audience behavior and preferences are observed with accuracy and precision. Nielsen ID utilizes persistent, device-agnostic identifiers that have been validated against its high-quality panel truth sets, enabling Nielsen to verify demographic characteristics and viewership over time across all media.
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