Trade Desk to Add Consumer Identity Data to Nielsen ID

Nielsen and AdTech firm The Trade Desk have partnered in a deal where the latter will provide consumer identity demographic data to expand Nielsen's identity system, Nielsen ID - initially in France, Italy and the United Kingdom.

The Trade Desk offers access to a self-service platform through which ad buyers can create, manage, and optimize digital ad campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners helps deliver maximum reach. In April, The Trade Desk will begin supplying Nielsen with data from Japan, Australia and Germany, and there are plans to launch in other Asian and European markets, in addition to Canada and Mexico following the initial releases.

Nielsen will integrate demographic data provided by The Trade Desk into its Nielsen ID system, connecting digital impressions to demographics across millions of devices. According to Nielsen, the deal means that advertisers and publishers can use its Digital Ad Ratings with 'more confidence', knowing that the solution is aiming to appropriately assign and deduplicate audience demographics across mobile and PC platforms when a digital ad is viewed.

Karthik Rao (pictured), Nielsen COO, comments: 'This strategic partnership showcases our commitment to independent measurement and marketplace interoperability, facilitating an open ecosystem for the media industry, with audiences de-duplicated across multiple platforms. We continue to evolve our technologies and methodologies as we move toward Nielsen ONE and this is a very important milestone for that vision of true cross-platform measurement across all screens, underpinned by a strong digital measurement capability.'

Web sites: www.nielsen.com and www.thetradedesk.com .