Following the trend of other ad-technology and media measurement companies, Nielsen is starting up its own identity graph product -- an ID resolution system -- for cross-media measurement.
The trend in using ID measurement comes as more media companies move away from device-based digital cookies.
An identity graph is a database of “identities” that could include email, user name, phone number, IP address, physical address, as well as demographic, geographic, behavioral, and purchase data.
Nielsen says its ID system -- based on people-based data sets -- will help transition measurement in an increasingly fragmented media world that includes data erosion.
To “reconcile” with other first-party ID efforts, Nielsen will be working with The Trade Desk, the big demand-side advertising platform, and its industry-wide Unified ID 2.0 effort.
