Nielsen Debuts Cookieless Measurement Approach

Nielsen has launched an approach to measure authenticated and unauthenticated web traffic and validate first-party server data with real consumer behavior.

According to the firm, this new approach will eliminate the group's reliance on digital identifiers and ensure that advertisers and publishers can continue to measure 'confidently in a dynamic, privacy-first media environment'. Nielsen says digital traffic will ultimately move into two distinct categories for measurement, following the deprecation of digital identifiers:

• Authenticated: Traffic with identifiers on properties which have logged in environments or consented devices - Nielsen will use all available identifiers and first-party data from participating clients to reduce reliance on third parties.
• Unauthenticated: Logged out traffic or traffic on properties that do not have logged in environments - Nielsen has developed a machine learning technique with additional contextual data signals, which is validated against the panel for accuracy, with demographics of unauthenticated behavior also modeled and validated with panel observations for both representation and accuracy.

Mainak Mazumdar (pictured), Nielsen's Chief Data Officer, comments: 'Nielsen's new cookieless measurement approach will further position the company to deliver deduplication across linear and digital as part of Nielsen ONE. Our approach to measuring authenticated and unauthenticated digital traffic will enable us to scale across channels and platforms to ensure a comprehensive view of success and uncover areas for optimization'.

Web site: www.nielsen.com .