Nielsen to Launch Identity Graph ID Solution

Nielsen is launching its own ID resolution system, which it says will support cross-media measurement in a cookieless world.

An identity graph is defined as a database that creates links between all individual customer identifiers - including e-mail addresses, usernames, phone numbers, purchasing behaviour and physical addresses. The new ID resolution system will comprise direct integrations with publishers and advertisers, to access information associated with actual people and the devices they use over time, instead of device IDs. The solution will also tap into Nielsen's panels to correct biases and drive comparability, combining data across various sources to link people to households and devices.

The firm says this will give advertisers confidence that when an ad is viewed by an individual, the audience count is 'accurately deduplicated and measured' across all platforms - including mobile, PC and television - and demographics and outcomes are validated accordingly. Nielsen ID will use device-agnostic identifiers that have been validated against the company's panels, enabling it to verify demographic characteristics and viewing over time, across all media.

The company is currently working with the MRC to secure audience measurement standards for the system, which it hopes to launch in the US in the first quarter of 2021. Mainak Mazumdar (pictured), Nielsen's Chief Data Officer, comments: 'By underpinning our audience and outcomes measurement products with our unique ID resolution methodology, we are futureproofing our business and products from ongoing technology and regulatory changes. Backed by Nielsen's panels, we are building the blocks for a privacy centric, flexible approach to measuring individuals' exposure to ads across all media to power the media industry well into the future'.

Web site: www.nielsen.com .