On April 1, Nielsen will enhance its open web methodology in Australia for Digital Ad Ratings through the Nielsen Identity System.
The Nielsen Identity System aims to update how digital ad campaigns are measured in a changing media ecosystem.
The Australian launch of the Nielsen Identity System with 1st of April data follows successful launches in Italy, France, and the UK earlier this year. Preview data for the month of November 2021 for these markets, saw more than 90% of all DAR Open Web campaigns reported with demographics.
Monique Perry, Nielsen Pacific managing director said, “We’re leading the way in solving digital consumer behaviour fragmentation. From granularity, to large-scale measurement, we’re delivering actionable insights to help advertisers measure, manage and optimise their campaign budgets and results.”
The system measures digital campaigns for the open web alongside the integrations already in place for the walled gardens. The Nielsen Identity System connects digital ad impressions for the open web to Australian demographic data from both Nielsen and third party data providers. It is powered by more than 57 million device identifiers.
Nielsen has also announced that its first Australian data provider Unpacked by Flybuys will be part of the media industry measurement solution, as well as a number of global data partners, including The Trade Desk, Equifax AU, Kochava, BDEX, Full Contact, MediaWallah, Toluna and Cint, who all deliver local identity data at scale. Nielsen continues to enter into and expand its relationships with both global and local data providers to power up the Nielsen Identity System.
Jonathan Betts, Nielsen executive director of commercial growth and product strategy Australia said, “By drawing on data from strategic data providers, we’re making a huge leap towards delivering people-based measurement for digital campaigns in a way that will integrate with other channels to deliver cross-channel campaign measurement. These strategic relationships ensure we’re delivering unparalleled value and insights for our local Digital Ad Ratings clients. The Nielsen Identity System serves to unify the identity data that Nielsen receives in an interoperable way across the media ecosystem.”
Andrew Palmer, Nielsen head of media analytics Australia, said, “In some instances, these new integrations enable a direct link between a verified ad exposure and consumer behaviour. This linkage can then deliver true outcome-based measurement, enabling both brand and sales lift quantification.”