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Goodbye third party cookies, hello...Nielsen ID resolution system?
On Thursday, audience measurement mainstay Nielsen unveiled its new ID resolution system, yet another potential solution to the cookie's crumbling.
It uses machine learning to process data from its panels, as well as from advertisers and publishers, to ensure that the individuals making up an ad’s audience are correctly measured across platforms and not duplicated. That data is then combed through using deep learning techniques to scale video measurement across media.
Big picture: Mainak Mazumdar, chief data and research officer at Nielsen, told Ad Age that the process results in “a computational graph that allows us to link signals into a person.”
Smooth operator: The Nielsen ID resolution system depends on other IDs. Specifically, it relies on demand-side ad platform The Trade Desk’s Unified ID 2.0, an email-based solution that lets Nielsen ID speak to its other platform and publisher measurement tools.
Looking ahead: Nielsen will collaborate with the MRC to lock in audience measurement standards before the ID system's Q1 2021 launch in the U.S.