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Nielsen to enhance digital ad ratings with Australian launch of its Identity System

Nielsen is set to launch the Nielsen Identity System in Australia on the 1st of April, following successful launches in Italy, France and the UK earlier this year.

The new product will improve the scale and accuracy of Neilsen’s open web methodology for digital ad ratings, with preview data for November 2021 for Italy, France and the UK showing 90% of all DAR Open Web campaigns reported with demographics.

Nielsen Pacific managing director, Monique Perry 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 Neilsen Identity System will allow advertisers and publishers to measure reach and frequency of their audiences. When their digital ads are view, demographic will be deduplicated across mobile and PC platforms to ensure true people-based metrics.

The product connects digital ad impressions for the open web to Australian demographic data from Neilsen and third party providers, using more than 57 million device identifiers.

Unpacked by Flybuys will be the first Australian data provider, joining a number of global data partners, including The Trade Desk, Equifax AU, Kochava, BDEX, Full Contact, MediaWallah, Toluna and Cint, who each deliver local identity data at scale.

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, added: “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.”

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