With this project, the company seeks to Consumer Email List respond to the new video advertising ecosystem and offer advertisers a Consumer Email List single, unduplicated view of their audiences across all platforms and media. "If the industry has learned anything since the rise of cookies, it's that digital media measurement must remain scalable, flexible and Consumer Email List useful ," said Mainak Mazumdar, Chief Data Officer at Nielsen. In this new context, digital traffic will move into two different measurement categories.
On the one hand, the authenticated , traffic Consumer Email List with identifiers in properties that have logged in authorized environments or Consumer Email List devices. To measure this, Nielsen will leverage all available identifiers and source data from Consumer Email List participating customers, such as hashed email addresses, Unified ID 2.0, and demographic tags. This will ensure interoperability across the ad ecosystem , even with walled gardens, and simplify measurement for clients by reducing reliance on third parties.
The second category is Consumer Email List unauthenticated traffic, gated traffic, or traffic on properties that do not have login environments or Consumer Email List where alternate identifiers cannot be provided. To measure anonymous traffic, Nielsen has developed a machine learning technique with additional contextual data signals Consumer Email List including time, browser, content and device information, as well as FLoC groups.