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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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink.  More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels.  Download for deep dives into retail media networks and the metaverse.

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