Nielsen Is Overhauling Its Digital Measurement Methodology

Amid new privacy rules, changes will begin to roll out in early 2021

Nielsen said the methodology change will apply to its entire digital measurement suite. Nielsen
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Nielsen said today it will overhaul its digital measurement methodology and begin a phased rollout to clients in early 2021.

Amid new privacy rules—enforcement of the California Consumer Privacy Act began July 1, and Google will stop supporting third-party cookies in its Chrome browser by 2022—the company said media owners will be able to use the new methodology to better monetize assets and optimize media spend.

“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 quickly adapt to new technology, data and regulatory changes,” said Nielsen COO Karthik Rao in a statement. “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.”

Nielsen said the methodology will apply to its entire digital measurement suite, which includes Digital Content Ratings, Total Content Ratings, Digital in TV Ratings, Digital Ad Ratings and Total Ad Ratings.

Added chief data and research officer Mainak Mazumdar in a statement, “We are creating the foundation that will allow us to continue to instill confidence, deliver comparability and enable coverage in a cookie-less future.”

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.