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Nielsen to Rate Cross-Device Tracker Firms
Nielsen has announced it will use its Digital Ad Ratings (DAR) platform to measure the accuracy of cross-device graph providers, offering 'an independent third-party measure of their efficacy in verifying consumer identity'.
Nielsen says the number of providers of cross-device tracking has grown, but with 'a lack of objective benchmarks in the marketplace' to evaluate their accuracy and efficiency.
The approach will make use of a representative, census-based third-party data set validated by Nielsen measurement panels, to asses cross-device providers' models or 'device graphs' across five metrics: match rate, precision, recall, cross-device scale and a composite score. The ratings will be available for external use by participating clients.
SVP of Digital Thomas Eaton comments: 'The growth of cross-device providers underscores market demand to understand consumer behavior across the various devices we use and engage with everyday. Nielsen's cross device verification will bring greater rigor and transparency to the measurement of cross device graphs and provide the market with valuable insights to assist in more informed buying and selling decisions'.
Web site: www.nielsen.com .
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