Nielsen Unveils New ID System to Bolster Cross-Platform Measurement

TV advertising stalwart prepares data offering independent of cookies and mobile IDs

Nielsen, a mainstay of the TV advertising industry, today unveiled its new ID resolution system, a launch that amounts to a comprehensive overhaul of its cross-screen measurement methodology.

The company maintains its latest identity resolution system, or ID graph, leverages a series of direct integrations with advertisers and publishers, as well as its traditional panel-based data, plus machine learning.

This offering will allow Nielsen to offer advertisers and media owners differentiated “people-based measurement across all platforms” that will better enable them to assess how ad spend drives business results, according to the company.

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