Nielsen presents tracking method without cookies

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

*The article has been translated based on the content of com! professional by If there is any problem regarding the content, copyright, please leave a report below the article. We will try to process as quickly as possible to protect the rights of the author. Thank you very much!

*We just want readers to access information more quickly and easily with other multilingual content, instead of information only available in a certain language.

*We always respect the copyright of the content of the author and always include the original link of the source article.If the author disagrees, just leave the report below the article, the article will be edited or deleted at the request of the author. Thanks very much! Best regards!