Nielsen Creates 'Unique' Digital Measure in Australia

Nielsen is enhancing its Digital Content Ratings solution (DCR) in Australia through its Identity System, which connects digital ad impressions from the open web to Australian demographic data from both its own and third-party sources.

DCR is a core component of Nielsen's multiplatform analysis framework, Total Audience Measurement, which provides daily measurement of audiences across digital content types including video and text, with metrics comparable to television. Built for local needs in Australia, the enhanced DCR is powered by Nielsen's Identity System, which utilises data from multiple data providers, delivering more than ten million identities, deduplicated against 57 million device identifiers. The firm says this allows for 'accurate data' when it comes to viewers, their devices, and digital viewing habits. Audience delivery takes place 365 days a year, alongside Nielsen's overnight measurement of digital ad campaigns.

The solution is currently being tested, with plans to go live in September. Jonathan Betts (pictured), Executive Director of Growth and Product, comments: 'You can't have quality measurement without scale and granularity, and DCR is the only solution which can provide that for the whole market. Whether you're a large or a small site, need data daily, weekly, or monthly, we've got you covered'.

Web site: www.nielsen.com .