Nielsen is enhancing its Digital Content Ratings Solution (DCR), powered by Identity System, reaffirming and intensifying its commitment to independent, digital audience content measurement in Australia.
The enhanced DCR is purpose-built for local needs and is a currency-grade solution to the industry’s growing need for quality audience measurement and reach. It marks the return of speed, scale, and granularity to online measurement in a privacy-focused digital world.
While content measurement has historically relied on one identity partner, enhanced DCR powered by Identity utilises data from multiple data providers, delivering more than 10 million identities, deduplicated against 57 million device identifiers, allowing for accurate data when it comes to viewers, their devices, and digital viewing habits.
This provides true scale in measurement, enabling the delivery of audience data, 365 days a year, for large and small sites, alongside Nielsen’s overnight measurement of digital advertising campaigns.
Monique Perry, Nielsen’s managing director, Pacific, said: “We’re here to stay. We’ve never been more committed to meeting the needs of this ever-changing industry. Our unique technologies, assets, and data science expertise put Nielsen light years ahead when it comes to digital measurement.”
Nielsen’s executive director of growth and product, Jonathan Betts said: “We’re focused on the future of media with a tech-forward mindset, and our enhanced Digital Content Ratings solution is yet another example of our industry-leading platforms.
“You can’t have quality measurement without scale and granularity, and DCR is the only solution which can provide that for the whole market. Whether you’re a large or a small site, need data daily, weekly, or monthly, we’ve got you covered,” he added.
The announcement follows the successful launch of enhanced DCR in Italy, where it’s been adopted as the industry-wide standard for digital content measurement.
It marks the next step in the evolution of currency-grade digital measurement in Australia and builds on more than two decades of quality digital measurement, nationwide, for Nielsen.
Nielsen is currently testing the new enhanced DCR solution, powered by Identity System, and is planning to go live in September.