NEWS22 February 2022

Nielsen and The Trade Desk unveil new strategic data measurement partnership

Data analytics New business News UK

UK Nielsen and technology firm The Trade Desk have announced a strategic partnership to power identity resolution for open internet measurement in key international markets around the world. 

Man watching ads on mobile device

The Trade Desk will help fuel Nielsen’s demographic data starting with France, Italy and the UK. Japan, Australia and Germany will launch on 1 April, with plans to launch in other Asian and European markets, in addition to Canada and Mexico, on a regular cadence following the initial releases in 2022.

Nielsen will integrate demographic data provided by The Trade Desk into the Nielsen ID System  to provide more scope and accuracy in Nielsen’s digital ad measurement for the open internet, connecting digital impressions to demographics across millions of devices.

Advertisers and publishers can use Nielsen Digital Ad Ratings with confidence, knowing that the solution is aimed towards appropriately assigning and deduplicating audience demographics across mobile and PC platforms when a digital ad is viewed. With this initiative, Nielsen becomes a preferred measurement provider of The Trade Desk and builds on the two companies’ long-standing relationship.

As part of this strategic partnership, The Trade Desk will provide demographic data to Nielsen’s Identity System. In doing so, this will help to advance more robust measurement and reporting across digital media, particularly over-the-page advertising, in those key international markets that have the most room to benefit. 

Nielsen’s chief operating officer, Karthik Rao said: “This strategic partnership immediately scales Nielsen’s Identity System globally and showcases our commitment to independent measurement and marketplace interoperability, facilitating an open ecosystem for the media industry, with audiences de-duplicated across multiple platforms.

“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.”