Nielsen and Experian Get Closer to Boost ID System

Nielsen has announced an expanded relationship with consumer data giant Experian, aimed at advancing person-based, cross-device measurement. Experian's marketing data will enhance the Nielsen Identity System by providing persistent IDs for analysis of behaviour on the 'open web'.

Nielsen already uses demographic data from Experian for the CTV (connected TV) segment of its Digital Advertising Ratings (DAR) product. The ratings giant says people-based, deduplicated audience measures are increasingly important with the demise of the cookie and the 'deterioration of other digital identifiers'. The new deal will enhance its ability to match person-level data to devices with its Nielsen's Audience Measurement and Outcomes products, for users of its Digital Ad Ratings service.

The Nielsen ID System, announced a year ago, validates data from billions of first and third party signals against the group's people-based panels and other data. The new initiative will help it to expand the system to deliver deduplicated audiences across linear and digital platforms as part of its NielsenONE cross-media measurement solution, due for launch towards the end of this year.

The latest news follows a deal earlier in February with DSP The Trade Desk, bringing the latter's demographic data into the Nielsen ID system in global markets, starting with France, Italy and the UK.

Nielsen Chief Data and Research Officer Mainak Mazumdar says the deal 'showcases [the firm's] commitment to independent measurement and marketplace interoperability', adding: 'This is an important milestone as we continue to evolve our technologies and methodologies as we move toward Nielsen ONE, underpinning a strong digital measurement capability which helps with the vision of a true cross-platform that measures across all screens'. Aimee Irwin, SVP of Strategy and Partnerships at Experian Marketing Services says the move continues its efforts to 'help brands build smarter audience strategies and power more robust cross-platform measurement'.

Experian employs 20,000 people operating across 44 countries. Web sites are at www.nielsen.com and www.experianplc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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