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As the eventual end of the third-party cookie continues to loom over the digital media industry, Nielsen is rolling out a new approach to measuring digital traffic in a way that doesn’t rely on the soon-to-be-obsolete digital identifiers.
The approach, which Nielsen took the wraps off today, will use two ways to measure digital traffic based on whether a device is logged in or logged out. As with some of Nielsen’s recent tweaks to digital measurement, the firm’s cookieless audience and outcome measurement approach relies on its ever-present panel and machine learning to measure digital behavior without relying on cookie data that presently underpins much of digital media.