Nielsen Rolls Out ID Resolution System For Global Attribution Measurement

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Enhanced Solution Delivers Impactful Metrics That Enable Advertisers To Better Evaluate Ad Effectiveness And Optimize Budgets Across Platforms

Feb. 18, 2021 – Nielsen today announced a new approach that moves away from third-party cookies to privacy-centric, people-based identifiers for Attribution. This new technique ensures advertisers and publishers are able to understand the entire consumer journey across platforms, better optimize their spend and prove the impact of advertising.

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To combat the issue of data erosion and prepare for an increasingly fragmented future, Nielsen’s previously announced ID resolution system utilizes persistent, device-agnostic identifiers, enabling Nielsen to verify demographic characteristics and media exposure over time across all media.

By underpinning its audience and outcomes measurement products with this ID resolution approach, Nielsen is ensuring its products have the flexibility to adjust to ongoing technology and regulatory changes and support cross-media measurement.

Nielsen is transforming its digital data collection methods for Attribution to deliver a resilient, always-on solution for cross-device, person-level measurement.

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As part of this rollout, Nielsen is introducing the Identity Sync, the industry’s first non-campaign specific tag that doesn’t depend on device IDs or the browser ecosystem. This enables always-on, real-time collection of advertiser data associated with individuals, the devices they use over time and the online actions they take.

In addition, it allows Nielsen to build deterministic matches between consumers and their ad exposures using persistent identifiers as the connector to each conversion event.

Nielsen has completed several pilots with select clients. Early findings have shown that shifting from a cookie-based solution to Nielsen’s persistent, identity-backed solution provides more accurate marketing measurement.

Barceló Hotel Group’s use of the Identity Sync provided a significant view of the customer journey, with 96% of conversions attributed to actual marketing touchpoints.

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With the newfound read on customers’ behaviours, Barceló was able to effectively analyze its customers’ media touchpoints that led to bookings and sales, unlocking 9% of potential savings in key areas like paid search by shifting away from keywords not leading to conversions.

“Barceló tapped Nielsen for their expertise in attribution measurement to fulfill the gap of insights that were preventing us from fully optimizing our media activation. With Nielsen’s innovative approach,

we were able to take into account all measurable interactions along our customers’ journey and uncover waste to better allocate spend in the future,” said Johanna Álvarez, Adtech, Analytics & Attribution Manager at Barceló.


“The level of accuracy that Nielsen was able to produce using persistent identifiers was unmatched, and we feel more empowered than ever to make better marketing decisions as the industry moves away from cookies.”

The Identity Sync helps Nielsen solve for the ability to map digital footprints in the absence of third-party cookies. Among the key benefits:

  • Maximized Data Capture & Reconciliation: Being able to take into account all measurable customer interactions means that advertisers have a better view of each touchpoint along the customer journey and can effectively analyze which interactions actually led to the desired customer action and uncover waste, allowing them to save on underperforming investments.
  • Increased Cross-Device Clarity: As the sync collects multiple non-cookie-based identifiers of customers across their devices, Nielsen is able to provide an intelligent unified view of their path to conversion. As more publishers are integrated with the Nielsen ID System, our ability to resolve cross-device engagement continues to strengthen.
  • Adaptability & Flexibility: Introducing de-identified person-based identifiers into the model is essential to laying the foundation for the next generation of attribution solutions that is resilient against digital disruption and industry changes.
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“At Nielsen, we’re committed to helping our clients navigate the cookieless world and unlock the next generation of metrics that enable them to drive outcomes, maximize reach, and optimize their budgets, “ said Matt Krepsik, GM of Planning & Outcomes Products at Nielsen.

“With our transformed approach to Attribution, we’re turning data into actionable insights so advertisers can understand the impact of their marketing efforts and publishers can continue to prove the impact of advertising on their platforms.”

Nielsen’s ID System and modernized Attribution approach are backed by its unique internal assets, direct integrations with publishers and advertisers, and our comprehensive measurement graph.

The Nielsen ID System will also utilize Nielsen’s panels to validate the graph and combine data across various data sources in a privacy-centric manner to map consumer journeys.

Nielsen’s ownership of the technology stack, data science expertise, back-end infrastructure and data sources will allow the company to maintain independence and approach ID resolution with a resilient system that can ingest new datasets as the industry evolves and new sources become available.

Nielsen’s next-generation approach to outcomes measurement is currently available globally for Nielsen Attribution.

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Nielsen Rolls Out ID Resolution System For Global Attribution Measurement - Brand SpurNielsen Rolls Out ID Resolution System For Global Attribution Measurement - Brand Spur
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Nielsen Rolls Out ID Resolution System For Global Attribution Measurement - Brand SpurNielsen Rolls Out ID Resolution System For Global Attribution Measurement - Brand Spur

Latest News

Fellows Creative Staff Singapore opened their Singapore office to help the creative content of all businesses stand out in the DX era by sourcing...

SINGAPORE - Media OutReach - 1 March 2021 - With everyone stuck at home during the pandemic, more people are exposed to many different creative contents without any doubt. Netflix is becoming popular and popular, the number of contents has been increasing inside YouTube, some people are purchasing twice more than usual via Lazada and Shopee, websites are crawled for searching a staycation place and Instagram or Twitter is checked every second. Creative content is everywhere more than ever.

Fellows Creative Staff Singapore Ptd. Ltd. Launched its office in Singapore in January 2020 to help businesses' creative content stand out by sourcing creators and digital talents to all industries in the DX era. Fellows Creative Staff Singapore will eagerly contribute to all industries more flourish in Singapore and other ASEAN nations.

Would you believe your company has already had enough creative and digital talents?

Since 2003, Fellows Inc has spread out into 12 branches all over Japan. As of April 2020, more than 35.000 people registered and exceed 4,000 companies as their clients to be dedicated. Including from major TV stations, game developers to small and medium-sized animation productions, design offices, and digital service providers.

In Singapore, those people working in creative and digital fields also need to find more opportunities to stand out, meanwhile, almost all of enterprises are in need to break their old style of business and make them fit for a digital transformation under pandemic. That is what Fellows can help.

Junya Oishi, managing director of this creator's agent, says "The word 'creator' indicates a wide range of professionals working in industries like web-contents, digital marketing, video production, console video & social network game, Japanese anime, product design, spatial & architectural design and we will cover all of them."

Unique agent system called "Dual-Side Agent(DSA)"

Known as a "dual-side agent", directly serves both creator and business owner in pursuit of ideal partnerships for both sides. In other words, a single DSA grasps the requirement of both parties clearly and reduces a wrong matching as much as possible. Fellows Creative Staff Singapore Pte. Ltd. affords a guaranteed permanent placement of a variety of talents and specialists in creative fields who are seeking employment. It also empowers to have project-based staffing by sourcing skilled and experienced free-lancers other than permanent placement.

Nielsen Rolls Out ID Resolution System For Global Attribution Measurement - Brand Spur

How to use DSA

Under the Covid-19 pandemic, every business owner is looking for ways to survive. Thus, they may unwillingly retrench their precious employee or must accept a business reduction.

"However, there will never be a better chance than now to find new talents to let them join your team" Junya added.

As the Singapore Government encourages us to hire local citizens, Fellows Creative Staff Singapore Pte. Ltd. will support local jobseekers to find a new place to work as well. For both employers and job seekers who would like to use DSA, feel free to contact Junya Oishi at Fellows Creative Staff Singapore Pte. Ltd. (contact info at the bottom). Fees are not charged to employers until they found whom they want. Absolutely no charge for job seekers.

Nielsen Rolls Out ID Resolution System For Global Attribution Measurement - Brand Spur

And for everyone dedicated to creative fields, Fellows Creative Staff Singapore is preparing various types of webinars which will give everyone a chance to learn new skills, improve technique and meet more people. * the Only webinar in Japanese is now available.

Fellows Creative Staff Singapore also plans to offer an "enterprise matching" service. For example, if a local company seeks to have a connection to an Anime production in Japan for investment or M&A, Fellows will help to find through its excellent network as a consultancy.

For more information about Fellows, please visit

・Fellows Creative Staff Singapore

・Fellows Inc

Nielsen Rolls Out ID Resolution System For Global Attribution Measurement - Brand Spur
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