the Trade Desk Brand Strategy Digital

Nielsen and The Trade Desk join forces for ‘big data solution’ to online measurement


By Hannah Bowler, Senior Reporter

February 17, 2022 | 3 min read

Nielsen and The Trade Desk have teamed up to share demographic data for online ads in a bid to improve measurement in the face of evolving consumer privacy regulations.

Nielsen and The Trade Desk share online demographic data

Nielsen and The Trade Desk will share online demographic data

As part of Nielsen’s work to update its measurement system and prepare for a cookieless market, the measurement firm has integrated data from The Trade Desk into its fledgling Nielsen ID System.

Set to roll out in the UK, France and Italy first before launching in Japan, Australia and Germany in April, other Asian and European markets will follow later in the year. Plans are also under way to launch in Canada and Mexico after the initial roll-out.

By joining forces Nielsen and The Trade Desk will be able to provide demographic data on digital impressions across millions of devices. Nielsen hopes it will improve the scope and accuracy of its measurement capabilities.

The solution aims to accurately assign what demographic has viewed a digital ad and eliminate any duplicated data. Sarah Miller, senior vice-present of product management at Nielsen, explained that at its core is a large centralized identity system combining data from more than 2bn devices constantly refreshed. “This big data is at the heart of assigning the demographic information for consumers who have viewed an ad online,” Miller said.

“Measuring de-duplicated audience reach and frequency across devices and publisher platforms is essential,” she added.

According to Miller, by leveraging Nielsen’s panel and combining it with advanced data science “marketers can confidently optimize where to target and reach real humans with their ad campaigns.”

Nielsen is gearing up for its global rebrand to Nielsen One to bring each of its channel measurement arms under one roof.

"We continue to evolve our technologies and methodologies as we move toward Nielsen One, and this is a very important milestone for that vision of true cross-platform measurement across all screens, underpinned by a strong digital measurement capability,” added Karthik Rao, chief operating officer at Nielsen.

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