Nielsen’s enhanced Nielsen Identity System for Digital Ad Ratings has been successfully launched in twelve markets since the beginning of 2022. South Africa, the Philippines, Singapore, Thailand, Mexico, Hong Kong, Taiwan, Norway, Poland, Greece, the Netherlands, Belgium, New Zealand, Malaysia, the United Arab Emirates, the Czech Republic, and Hungary will be the next markets to receive data beginning July 1st, 2022.

The impending cookie deprecation will fundamentally alter the advertising ecosystem. As other digital identifiers deteriorate, there is a greater emphasis on people-first measurement approaches to count and deduplicate audiences across platforms and report on people-based metrics.

The Nielsen Identity System, which powers Digital Ad Ratings, addresses advertising waste and enables advertisers and publishers to confidently measure the reach and frequency of their audiences.

Terry Murphy, Managing Director, Nielsen Africa said: “In a fragmenting media landscape comparability is key. Today’s announcement is critical to support the evolution of digital ad campaign measurement so that the industry can continue to measure its audiences and ultimately prove the efficacy of its campaigns. I’m thrilled to see the success of the new identity system launched in markets across the globe and specifically in South Africa. We are excited to have this innovative methodology now available across more markets in the region!”

Nielsen Identity System measures digital campaigns for the open web alongside the integrations already in place for the walled gardens. Nielsen Identity System 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.

Nielsen continues to enter into and expand its relationships with both global and local data providers to power up the Nielsen Identity System.

This is an important milestone as we continue to evolve our technologies and methodologies as we move toward our global Nielsen ONE strategy, underpinning a strong digital measurement capability that helps with the vision of a true cross-platform that measures across all screens.


Please enter your comment!
Please enter your name here