Nielsen announced sweeping changes to its digital measurement methodology, ushering in a new era of privacy-centric measurement that provides comparable, cross-platform metrics for both marketers and publishers. As part of the transformation of its measurement, Nielsen is reimagining its offerings to ensure it has flexibility to adapt to ongoing changes in the technology and privacy landscape.
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The digital ecosystem is in a state of flux with evolving restrictions on consumer consent and decreasing reliance on cookies. Under these conditions, digital companies are implementing new privacy safeguards that are requiring workflow redesigns and different approaches to coordination with data partners. With Nielsen’s new methodology announced today, media owners will be able to better monetize their assets, optimize their spend and make comparisons across media. In addition, media buyers will benefit from the ability to validate cross-platform campaign delivery and confidently make guarantees based on the trusted Nielsen TV ratings data that the industry trades on today.
“Over the last year, we’ve been laser focused on transitioning Nielsen to become a platform company. With a privacy-centric lens, we are creating a flexible platform that we can adapt to new technology, data and regulatory changes,” said Karthik Rao, Chief Operating Officer of Nielsen. “We believe these changes will also position our clients to monetize their assets today and well into the future. We expect these investments to drive significant value for the rapidly growing digital ecosystem.”
