Four More Countries for Nielsen Identity System

Nielsen is to launch its Identity System in Australia, Germany, India and Japan, in April, with six other economies to follow later in the year.

The next tranche will include Spain, Indonesia, Canada, Singapore, Thailand and Hong Kong. The system is already live in Italy, France and the UK. The system enhances the firm's Digital Ad Ratings offer, allowing for the deduplication of demographics across mobile and PC platforms, to give 'true people-based metrics', and Nielsen describes the latest launches as 'an important milestone' in the continued evolution of the cross-platform Nielsen ONE strategy.

The Nielsen Identity System taps relationships with global and local data providers such as The Trade Desk, Equifax, Kochava, Toluna and Cint, to measure digital campaigns for the open web alongside the integrations it already in place for the Internet's 'walled gardens'.

Jonathan Betts (pictured), Nielsen Executive Director of Commercial Growth and Product Strategy Australia says of the launch in his country: 'By drawing on data from strategic data providers, we're making a huge leap towards delivering people-based measurement for digital campaigns in a way that will integrate with other channels to deliver cross-channel campaign measurement. The Nielsen Identity System serves to unify the identity data that Nielsen receives in an interoperable way across the media ecosystem'.

Web site: www.nielsen.com .