Nielsen launches enhanced Digital Ad Ratings Solution

Nielsen has launched its enhanced Digital Ad Ratings Solution, Powered by Identity, in New Zealand.

Forthcoming cookie deprecation is fundamentally changing the advertising ecosystem. Combined with the deterioration of other digital identifiers, there is greater emphasis on people-first measurement approaches to count and deduplicate audiences across platforms and report on people-based metrics.

The Nielsen Identity System powering Digital Ad Ratings addresses advertising waste and helps enable advertisers and publishers to measure reach and frequency of their audiences with confidence knowing that when a digital ad is viewed, demographics are deduplicated across mobile and PC platforms.

Tony Boyte, Country Director of Nielsen NZ says: “It’s great to see us leading the way in solving digital consumer behaviour fragmentation. From granularity, to large-scale measurement, we’re giving advertisers the data they need to measure, manage and optimise their campaign budgets and results. In a fragmenting media landscape comparability is key and this is critical to support the evolution of digital ad campaign measurement, in New Zealand, and abroad.”

The Nielsen Identity System measures digital campaigns for the open web alongside the integrations already in place for the walled gardens. It also connects digital ad impressions for the open web to demographic data from both Nielsen and third party data providers. It is powered by more than 2 billion device identifiers across the world, constantly being refreshed.

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