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Nielsen Unveils Cookieless Audience Measurement Approach

While ad targeting suffers the most without third-party cookies, ad measurement also feels the pain.  Nielsen has announced a five-pronged response that includes using as many individual identifiers as possible, building predictive models to estimate audiences when identifiers are not available, and calibrating the predictive models against Nielsen consumer panels.

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IT Departments Rarely Prioritize Marketing Needs: Airship Survey

September 23, 2022
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