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United States – Nielsen and information services company Experian have launched a partnership on the use of identity data in the United States for digital measurement of the open web.

Experian’s marketing data will be used with the Nielsen Identity System platform to provide identifications for open web measurement, increasing coverage and interoperability by supporting audience measurement across screens and devices .

Nielsen said integrating Experian marketing data would allow Nielsen to match person-level data to devices, which would increase the scale and accuracy of the demographic distribution of reported impressions for its measurement tools. audience and results.

The initiative builds on the long-standing relationship between the two companies, where Nielsen already uses Experian demographic data in connected TV services.

The move comes as the third-party cookie is being phased out, with major companies such as Apple and Google pledging to find an alternative to cookies in the near future.

The agreement with Experian comes ahead of the planned launch of Nielsen One in late 2022, which aims to unify Nielsen’s audience measurement products, as part of a plan to fully transition the industry to cross-media measurement by fall 2024.

Mainak Mazumdar, Director of Data and Research at Nielsen, said, “This expanded agreement with Experian immediately enriches Nielse’s identity system in the United States and exemplifies our commitment to independent measurement and market interoperability.

“This is an important milestone as we continue to evolve our technologies and methodologies as we move towards Nielsen One.”

Aimee Irwin, senior vice president of strategy and partnerships at Experian Marketing Services, said, “Experian’s goal is to enable privacy-respecting identity in the marketing ecosystem, helping brands build smarter audience strategies and provide more robust cross-platform measurement.

“We are excited to extend our longstanding strategic partnership with Nielsen, bringing addressability at scale through connectivity and interoperability in an ever-changing identity landscape.”

Agreement with Cox Media
Nielsen also entered into a multi-year renewal agreement for TV and audio measurement services with Cox Media Group, a US-based television and radio operator.

The agreement will cover the provision of Nielsen measurement services for 10 full-service television markets and local radio stations in 10 radio markets.

CoxReps, a nationwide network of media professionals, is also included in the deal.

Nielsen Local Media Impact has been licensed by Cox Media Group radio stations in Atlanta, Houston, Jacksonville, Miami, Orlando, San Antonio and Tampa in the United States to help optimize advertising campaigns.

The deal also renews access for Cox Media Group radio stations to Nielsen Scarborough, which provides local market research and measures 2,000 market categories.