“Sweeping changes” are coming to Nielsen‘s digital measurement methodology, moves the company says usher in a new era of “privacy-centric measurement that provides comparable, cross-platform metrics for both marketers and publishers.”
As part of the transformation of its measurement, Nielsen is “reimagining its offerings” — to ensure the nation’s dominant audience measurement company “has flexibility to adapt to ongoing changes in the technology and privacy landscape.”
Nielsen’s new methodology, the company says, will allow media owners to better monetize their assets, optimize their spend and make comparisons across media. In addition, media buyers will gain the tools designed to get them to benefit from the ability to validate cross-platform campaign delivery and “confidently make guarantees” based on Nielsen TV ratings data.
Nielsen Chief Operating Officer Karthik Rao commented, “We believe these changes will also position our clients to monetize their assets today and well into the future. We expect these investments to drive significant value for the rapidly growing digital ecosystem.”
What does this mean for broadcast TV station owners? “As Nielsen combines television and digital data assets onto a single platform, Nielsen can more efficiently provide holistic measurement across all premium video, which is becoming increasingly important to advertisers and the industry,” the company says.
Mainak Mazumdar, Chief Data and Research Officer at Nielsen, added, “We are creating the foundation that will allow us to continue to instill confidence, deliver comparability and enable coverage in a cookieless future.”
Nielsen’s Digital Measurement suite, including Digital Content Ratings, Total Content Ratings, Digital in TV Ratings, Digital Ad Ratings and Total Ad Ratings, will be supported by Nielsen media panel “truth sets,” census data collection technology, bias correction and calibration models and third party partner assets.
Nielsen also boasts of its “proprietary network of walled gardens and platform data providers, with a global footprint that taps into rich audience data to capture volumetrics and demographics; a large ecosystem of publishers across the open web with scaled data, augmented with Nielsen verified demographics; and novel privacy-centric audience deduplication methodologies.”
The new methodology will be rolled out in phases to ensure continuity of measurement to Nielsen clients beginning in early 2021.