NEW YORK, July 27, 2021 /PRNewswire/ -- Today, Nielsen
(NYSE: NLSN) announced its approach to eliminate its reliance on
digital identifiers and ensure that advertisers and publishers can
continue to measure confidently in a dynamic, privacy-first media
environment. With its new approach to measuring authenticated
and unauthenticated web traffic, Nielsen will become the leading
platform to validate first party server data with real consumer
behavior.
Third-party cookie deprecation is fundamentally changing the
advertising ecosystem. Combined with the deterioration of other
digital identifiers, there's greater emphasis on first party data,
which provides a good understanding of online users' unique habits,
from website browsing to app usage. As a result, every publisher
and brand has been challenged to develop its own first party data
strategy and leverage other data signals when identity is not
directly attributable to an ad impression.
"If the industry has learned anything since the rise of cookies,
it's that digital media measurement must remain scalable, flexible
and useful," said Mainak Mazumdar,
Chief Data Officer at Nielsen. "Nielsen's new cookieless
measurement approach will further position the company to deliver
deduplication across linear and digital as part of Nielsen ONE. Our
new approach to measuring authenticated and unauthenticated digital
traffic will enable us to scale across channels and platforms to
ensure a comprehensive view of success and uncover areas for
optimization."
In the new world order, digital traffic will ultimately move
into two distinct categories for measurement following the
deprecation of digital identifiers:
- Authenticated: Traffic with identifiers on properties
which have logged in environments or consented devices. To measure
authenticated traffic, Nielsen will leverage all available
identifiers and first-party data from participating clients, such
as hashed email addresses, Unified ID 2.0 and select, verified
self-reported demographic labels. This will ensure interoperability
in the ad ecosystem, including with walled gardens, and simplify
measurement for clients by reducing reliance on third parties.
- Unauthenticated: Logged out traffic or traffic on
properties that do not have logged in environments or where no
alternative identifiers can be provided. To measure anonymous
traffic, Nielsen has developed a machine learning technique with
additional contextual data signals including time, browser, content
and device information, as well as FLoC groups. The model is
validated against the panel for accuracy. Demographics of
unauthenticated behavior are also modeled and validated with panel
observations for both representation and accuracy.
Late last year, Nielsen announced its ID Resolution System which
will further position the company to deliver deduplication across
linear and digital platforms as part of Nielsen ONE, the single,
cross-media currency that will span Nielsen's global outcomes and
cross-media measurement solutions. The Nielsen ID System
serves to unify the identity data that Nielsen receives in an
interoperable way across the media ecosystem. As part of the
Nielsen ID System, the Nielsen ID Graph is calibrated against and
validated by Nielsen's people-based panels, making it the only ID
graph validated by a truth set informed by real-life media
consumption, demographics and cross-device usage.
As Nielsen continues to evolve its technologies and
methodologies for independent measurement of audiences and
outcomes, it has identified a five-pronged approach to measuring
authenticated and unauthenticated web traffic.
- Interoperability: As digital identity continues to
fragment, Nielsen's use of a diverse set of identifiers and
first-party data provided by clients, such as hashed email
addresses, Unified ID 2.0 and verified self-reported demographic
labels will ensure interoperability in the ad ecosystem to manage
future changes with agility and to simplify measurement for
clients.
- Comparability: In the absence of alternate identifiers
or first party data, Nielsen is able to provide comparability with
its common measurement framework and data science across platforms
and publishers, calibrated by Nielsen Panels. For instance, Nielsen
will use time, browser and other metadata within its people-based
panel to determine demographic assignments for unauthenticated
audience and outcomes measurement.
- Persistence: Nielsen is transitioning from an
identity backbone supported by brittle identifiers to the Nielsen
ID System, which leverages stable identifiers that remains
consistent over time, offering measurement that is tied to actual
people and households.
- Confidentiality: With new, confidential computing
technologies embedded into Nielsen ID System methodologies, Nielsen
is bringing even more assurances of data confidentiality to
audience and outcomes measurement. Proprietary confidential
computing technologies enable Nielsen to run a wide variety of
analytics applications, delivering faster and more flexible custom
analytics capabilities to clients.
- Measurement-Built: The Nielsen ID System's Measurement
Graph is the only ID graph calibrated against Nielsen's panels and
validated by real-life media consumption, demographics and
cross-device usage to ensure precision and representativeness.
Nielsen remains at the forefront of measuring the rapidly
evolving digital media ecosystem. Its cookieless approach
expands on the company's previous changes to its digital audience
measurement methodology in its effort to reduce reliance on a
single third party provider. To date, Nielsen Digital Ad Ratings
measures nearly 90% of total digital spend of which more than 60%
is already resilient against the loss of third party
identifiers. With this new approach, Nielsen aims to achieve
full resiliency against the deterioration of digital identifiers by
2023 when the industry transitions to a cookieless
environment.
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SOURCE Nielsen