Nielsen Debuts Platform for Respondent Level Access

Nielsen has launched a cloud-based platform called Media Data Room (MDR), which provides a means to access and share respondent level analytics from big data sets. The firm says MDR will ultimately replace all its previous forms of data distribution, including FTP and custom apps.

MDR uses the 'Media Data Cloud' from data storage and analytics company Snowflake as its underlying platform. The first data set available through this relationship is Nielsen Respondent Level Data (NRLD), which is a modeled, representative subsample from 35 million homes, for US national linear television. The firm says the launch underscores the evolution of the data architecture sitting atop its Media Data Lake - the cloud-based repository that houses all the data it uses for audience measurement.

Nielsen says that while it will continue to enhance data delivery through APIs, industry workflows and in Nielsen ONE, MDR will eventually replace all previous forms of data distribution. In addition, the firm claims that MDR will play a 'significant role' in the company's preparation to transition to big data and panel national TV measurement, and ultimately support the industry's transition to individual commercial metrics.

Srini Varadarajan (pictured), Nielsen's Chief Technology Officer for Audience Measurement, explains: 'Nielsen has always been a company leading the way in how it uses data in powerful ways on behalf of our customers. The modernization of our data architecture in service of delivering analytics to customers in a highly customizable, secure and reliable cloud-based environment is yet another example of how we innovate to serve the complex needs of the media ecosystem'.

Web site: www.nielsen.com .