Nielsen Launches Cookie-Independent Attribution System

As adtech vendors scramble for cookie substitutes, it’s easy to confuse ID systems used for targeting and systems for attribution.  The big difference is that targeting systems need to identify as many people as possible while attribution systems can use a sample.  Nielsen’s ID resolution system, announced last November, is aimed squarely at attribution: it uses first party data such as email addresses and device IDs to build a comprehensive picture of behaviors for a limited set of people and then validates the results against Nielsen panel data.  They just announced Identity Sync, which expands coverage to include conversion events, enabling more thorough analytics.