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Nielsen Enhances Identity System for Digital Ad Ratings in Canada

2 minute read | April 2022

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

Canada, 4 April 2022 – On April 1, Nielsen enhanced its open web methodology in Canada for Digital Ad Ratings through the Nielsen Identity System alongside seven other markets: Australia, Brazil, India, Germany, Indonesia, Japan and Spain. Nielsen is revolutionizing how digital ad campaigns are measured in a rapidly changing media ecosystem.

The launch of the Nielsen Identity System in Canada on April 1st follows successful launches in Italy, France and the UK earlier this year.

Paige Sontag, Client Strategy Director, Nielsen Activation, Measurement and Media Analytics, Canada said, “Nielsen’s focus on local markets ensures measurement in Canada will remain viable through the changing digital ecosystem and will continue to strengthen. With the decline of cookies, our focus on strengthening identity pushes us closer to mending the fragmentation within the digital measurement ecosystem. The enhancements that are being made to the Nielsen Identity System will instill a new confidence in measuring the reach and frequency of campaigns.”

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 to get to true people-based metrics.

This upgraded identification system measures digital campaigns for the open web alongside the integrations already in place for walled gardens. Powered by more than 2 billion device identifiers across the world, constantly being refreshed, it also connects digital ad impressions for the open web to demographic data from both Nielsen and third party data providers.

Nielsen continues to enter into and expand its relationships with both global and local data providers to power up the Nielsen Identity System.

This is an important milestone as the company continues to evolve technologies and methodologies toward the global Nielsen ONE strategy, underpinning a powerful 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.