Nielsen rolls out Identity System for Digital Ad Ratings

Nielsen advances and brings scale for the digital measurement of the open web in South Africa

Demographic data from multiple data providers will help power up the Nielsen Identity System to provide advertisers and publishers independent people-based metrics across South Africa

Following the successful launch in twelve markets since the beginning of 2022, Nielsen continues the rollout of its enhanced Nielsen Identity System for Digital Ad Ratings.  South Africa, Philippines, Singapore, Thailand, Mexico, Hong Kong, Taiwan, Norway, Poland, Greece, Netherlands, Belgium, New Zealand, Malaysia, UAE, Czech Republic and Hungary are the next markets to launch with data from July 1st 2022.

Forthcoming cookie deprecation is fundamentally changing the advertising ecosystem. Combined with the deterioration of other digital identifiers, there is a greater emphasis on people-first measurement approaches to count and deduplicate audiences across platforms and report on people-based metrics.

Nielsen Identity System powering Digital Ad Ratings addresses advertising waste and helps enable advertisers and publishers to measure the reach and frequency of their audiences with confidence knowing that when a digital ad is viewed, demographics are deduplicated across mobile and PC platforms.

Terry Murphy, Managing Director, Nielsen Africa

Terry Murphy, Managing Director, Nielsen Africa said: “In a fragmenting media landscape comparability is key. Today’s announcement is critical to support the evolution of digital ad campaign measurement so that the industry can continue to measure their audiences and ultimately prove the efficacy of their campaigns. I’m thrilled to see the success of the new identity system launched in markets across the globe and specifically in South Africa. We are excited to have this innovative methodology now available across more markets in the region!”

Nielsen Identity System measures digital campaigns for the open web alongside the integrations already in place for the walled gardens. Nielsen Identity System connects digital ad impressions for the open web to demographic data from both Nielsen and third-party data providers. It is powered by more than 2 billion device identifiers across the world, constantly being refreshed.

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 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

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