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Nielsen enhances Identity System for Digital Ad Ratings in Australia

3 minute read | March 2022

Demographic data from multiple data providers will power up the Nielsen Identity System to bring scale and increased accuracy for digital measurement of the open web

Sydney, Australia, 9 March 2022 – On April 1, Nielsen will enhance its open web methodology in Australia for Digital Ad Ratings through the Nielsen Identity System. 

The Nielsen Identity System revolutionises how digital ad campaigns are measured in a rapidly changing media ecosystem. 

The Australian launch of the Nielsen Identity System with 1st of  April data follows successful launches in Italy, France and the UK earlier this year. Preview data for the month of November 2021 for these markets, saw more than 90% of all DAR Open Web campaigns reported with demographics.

Monique Perry, Nielsen Pacific Managing Director said, “We’re leading the way in solving digital consumer behaviour fragmentation. From granularity, to large-scale measurement, we’re delivering actionable insights to help advertisers measure, manage and optimise their campaign budgets and results.” 

Thanks to the Nielsen Identity System powering Digital Ad Ratings advertisers and publishers can measure reach and frequency of their audiences with confidence knowing that when a digital ad is viewed, demographics are deduplicated across mobile and PC platforms in order to get to true people-based metrics. 

The Nielsen Identity System measures digital campaigns for the open web alongside the integrations already in place for the walled gardens. The Nielsen Identity System connects digital ad impressions for the open web to Australian demographic data from both Nielsen and third party data providers. It is powered by more than 57 million device identifiers in a privacy-centric manner.

Nielsen is thrilled to announce its first Australian data provider Unpacked by Flybuys to be part of the media industry measurement solution, as well as a number of global data partners, including The Trade Desk, Equifax AU, Kochava, BDEX, Full Contact, MediaWallah, Toluna and Cint, who all deliver premium local identity data at scale. Nielsen continues to enter into and expand its relationships with both global and local data providers to power up the Nielsen Identity System. 

These strategic relationships, combined with Nielsen’s unique data assets and sophisticated machine learning technology, cement its place as the leader in digital ad measurement, both in Australia and globally.

Jonathan Betts, Nielsen Executive Director of Commercial Growth and Product Strategy Australia said, “By drawing on data from strategic data providers, we’re making a huge leap towards delivering people-based measurement for digital campaigns in a way that will integrate with other channels to deliver cross-channel campaign measurement. These strategic relationships ensure we’re delivering unparalleled value and insights for our local Digital Ad Ratings clients. The Nielsen Identity System serves to unify the identity data that Nielsen receives in an interoperable way across the media ecosystem.”

Andrew Palmer, Nielsen Head of Media Analytics Australia, said, “In some instances, these new integrations enable a direct link between a verified ad exposure and consumer behaviour. This linkage can then deliver true outcome-based measurement, enabling both brand and sales lift quantification.”

April will also see the launch of the enhanced Nielsen Identity System in Japan, Germany and India, with Spain, Indonesia, Canada, Singapore, Thailand and Hong Kong to follow later this year.

This is an important milestone as we continue to evolve our technologies and methodologies as we move toward our global Nielsen ONE strategy, underpinning a strong digital measurement capability which helps with the vision of a true cross-platform that measures across all screens.

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future.

An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at or and connect with us on social media.



Dan Chapman

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