Nielsen Adds Experian Data for Person-Level Ad Measurement

Cheerful people focus on solutions, right?  Here’s news that Nielsen is adding Experian’s persistent IDs to its post-cookiepocalypse Nielsen ID system.  The deal will improve Nielsen’s ability to match person-level data to devices for measurement purposes.  Nielsen calibrates the results with information from its consumer panels.

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Marketers Focus on First Party Data for Post-Cookie Targeting

March 7, 2022

It can be hard to find a bright side in the news these days, but we try. So, while this Epsilon report finds that most marketers feel post-cookie changes will hurt their companies without helping consumer privacy, we’ll instead note that 67% are building a CDP to help address the problem. Similarly, Wiland reports that only 23% of companies have a post-cookie targeting solution in place, but we’ll point out that 66% are looking at first party data and 65% at contextual advertising as targeting alternatives.

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