Nielsen has announced the launch of its Nielsen Identity System in India on 1 April 2022. This is the company’s open web methodology for digital ad ratings.
It follows the launch of the company’s identity system in Italy, France and the UK last year.
With this, advertisers and publishers will be able to measure the reach and frequency of their audiences, by duplicating demographics across mobile and PC platforms, to get to true people-based metrics when a digital ad is viewed.
The system will connect digital ad impressions for the open web to Indian demographic data, from both Nielsen and third-party data providers. In India, it is powered by more than 700 million device identifiers in a privacy-centric manner.
Nielsen will continue to work and expand its relationship with global and local data providers to increase coverage within the Nielsen Identity System.
Along with India, seven other markets including Germany, Australia, Japan, Spain, Indonesia, Canada and Brazil, too, have adopted this system. Nielsen will continue to launch the identity system in additional markets through the rest of 2022.
The launch is the company’s goal towards its Nielsen ONE strategy.
Dolly Jha, managing director, Nielsen India, said, “We’re leading the way in tackling 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.”
Sarah Miller, SVP, product management, Nielsen, said, “With this enhancement to our Identity System we are taking another step to assure the continuity of ad measurement amidst the rapidly evolving digital ecosystem. Because of Nielsen’s unique data assets, we are not only able to adjust and correct licensed third party demographic data using panels, we have also developed sophisticated machine learning algorithms to cluster digital identifiers into people and correct for any possible imbalances from the market’s universe of users. It is this advanced data science methodology fueled by the sheer volume of Nielsen Identities that will empower the digital ad measurement into the future.”