In the USA, Nielsen presented an approach for cookie-free target group and result measurement. The method allows publishers to measure authenticated and unauthenticated traffic in a privacy-friendly manner.
The elimination of third-party cookies is fundamentally changing the advertising ecosystem. A new tracking method from Nielsen uses first-party data and compares it with user behavior without the need for cookies. The five-step approach is suitable for measuring both authenticated and unauthenticated traffic – i.e. for logged in and not logged in users. All available identifiers and first-party data such as hashed e-mail addresses or demographic data reported by the users themselves are used.
In addition, a method based on machine learning was developed which, with the help of contextual data such as time, browser, content and device information, provides usable measurements even with unauthenticated traffic. According to its own information, the model is checked for its usefulness and accuracy using panels.
The Nielsen ID system serves to standardize the identity data that is collected in an interoperable manner across the entire media ecosystem. “If the industry has learned anything since the advent of cookies, it is that digital media metering needs to remain scalable, flexible and useful,” said Mainak Mazumdar, chief data officer at Nielsen.
Source: com! professional by www.com-magazin.de.
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