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Nielsen Video Series – Episode 3: Nielsen Identity System

1 minute read | June 2021

Jonathon Wells, Senior Vice President, Data Science, Nielsen, answers five questions to better understand the important role of identity system in audience measurement. 

Here are the five questions: 

  • What are the market changes that have made an identity system change important for audience measurement? 
  • What is difficult about associating an individual with devices?  
  • What is an identity graph? 
  • What is the role of the identity system in audience measurement? 
  • What is different about Identity for targeting vs identity for measurement?