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Nielsen will be rolling out a cookieless identity resolution system next year

Summary List PlacementNielsen announced yesterday that it will begin rolling out a new identity resolution system in Q1 2021. The system will be a way to measure audiences across all media Nielsen tracks, including linear TV, addressable TV, and digital media. Such measurement options are becoming more important as third-party cookies...

Summary List Placement

Nielsen announced yesterday that it will begin rolling out a new identity resolution system in Q1 2021. The system will be a way to measure audiences across all media Nielsen tracks, including linear TV, addressable TV, and digital media. Such measurement options are becoming more important as third-party cookies are phased out and increasingly subject to privacy legislation.

Nielsen unveils ID graph for post-cookie audience measurement

Nielsen’s system will create an identity graph that maps user profiles onto various identifiers associated with them—for example, their email address or phone number—rather than creating those user profiles using cookies or other trackers. These IDs will then be used to track that user’s viewing across platforms to measure a show’s ratings or an ad’s viewership, for example.

ID graphs are a necessity for cross-channel measurement, and Nielsen relies on its proprietary panel-based data. ID graphs will power, among other things, the deduplication of audiences across media measured by Nielsen. This will provide marketers with a more accurate idea of how their media investments are performing.

According to September 2020 research from Advertiser Perceptions, marketers most commonly work with identity resolution services integrated within other services they use, including within ad tech (72% of advertisers and agencies surveyed) and within marketing tech (56%).

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