Nielsen Enhances Its Identity System For Digital Ad Ratings In India
Nielsen introduced an enhancement on its open web methodology in India for Digital Ad Ratings through the Nielsen Identity System, alongside seven other markets: Germany, Australia, Japan, Spain, Indonesia, Canada, and Brazil.
Dolly Jha, Managing Director, Nielsen India said, “We’re leading the way in tackling 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 new system allows advertisers and publishers to measure the reach and frequency of their audiences when a digital ad is viewed with the ability to duplicate demographics across mobile and PC platforms.
The system measures digital campaigns for the open web alongside the integrations already in place for the walled gardens. It connects digital ad impressions for the open web to Indian demographic data from both Nielsen and third-party data providers. In India, it is powered by 700 million device identifiers.
Sarah Miller, SVP, Product Management at Nielsen commented “With this enhancement to our Identity System we are taking another step to assure the continuity of measurement amidst the rapidly evolving digital ecosystem. Because of Nielsen’s unique data assets, we are not only able to adjust and correct licensed third-party demographic data using panels, we have also developed sophisticated machine learning algorithms to cluster digital identifiers into people and correct for any possible imbalances from the market’s universe of users. It is this advanced data science methodology fueled by the sheer volume of Nielsen Identities that will empower the digital ad measurement into the future.”
April will also see the launch of the enhanced Nielsen Identity System in Japan, Germany, Australia, Spain, Indonesia, Canada and Brazil with Singapore, Mexico, Thailand, The Philippines and Hong Kong to launch in May.
