Home Business News Columbia’s Nielsen unveils ‘cookieless’ tracking in U.S.

Columbia’s Nielsen unveils ‘cookieless’ tracking in U.S.

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Nielsen, of Columbia, announced its approach to eliminate its reliance on digital identifiers and ensure that advertisers and publishers can continue to measure confidently in a dynamic, privacy-first media environment.

With its new approach to measuring authenticated and unauthenticated web traffic, Nielsen feels it will become the leading platform to validate first-party server data with real consumer behavior.

Third-party cookie deprecation is fundamentally changing the advertising ecosystem. Combined with the deterioration of other digital identifiers, there’s greater emphasis on first-party data, which provides a good understanding of online users’ unique habits, from website browsing to app usage. As a result, every publisher and brand has been challenged to develop its own first-party data strategy and leverage other data signals when identity is not directly attributable to an ad impression.

“If the industry has learned anything since the rise of cookies, it’s that digital media measurement must remain scalable, flexible and useful,” said Mainak Mazumdar, chief data officer at Nielsen. “Nielsen’s new ‘cookieless’ measurement approach will further position the company to deliver deduplication across linear and digital as part of Nielsen ONE. Our new approach to measuring authenticated and unauthenticated digital traffic will enable us to scale across channels and platforms to ensure a comprehensive view of success and uncover areas for optimization.”

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Late last year, Nielsen announced its ID Resolution System which will further position the company to deliver deduplication across linear and digital platforms as part of Nielsen ONE, the single, cross-media currency that will span Nielsen’s global outcomes and cross-media measurement solutions.

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