Nielsen Announces Plans to Adapt Measurement Methodology for Cookie-Less Future

Posted on by Chief Marketer Staff

Though adapting programs and communications to suit customers’ shifting priorities during a global pandemic has taken precedence over the last several months, our pending cookie-less future—and the marketing attribution complexities it subsequently brings—warrants marketers’ attention. As businesses devise plans to navigate that new world, Nielsen is stepping in with a new digital measurement methodology that will work with first-party data sets and comply with regulations like CCPA, AdExchanger reports.

Anchoring the new approach are partnerships, which will replace cookies and mobile ad IDs—both of which have been used by marketers to track consumer behavior and preferences online for the purpose of ad targeting. Nielsen’s methodology overhaul will entail using first-party data assets from partners, platforms and publishers to create an independent measurement system. The company also plans to develop controls that are privacy-centric and comply with current regulations.

Nielsen’s goals with the rollout, which will happen in phases beginning in 2021, are to facilitate more expedient measurement and to produce data of higher quality. And since its measurement products, such as Digital Content Ratings, Total Content Ratings and Digital Ad Ratings, are relied on as currency by global markets, the move is an attempt to adapt to shifting rules and regulations within the online marketplace. For more on Nielsen’s methodology overhaul, read on in AdExchanger.

Other articles you might enjoy:


Related Posts

Chief Marketer Videos

by Chief Marketer Staff

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to…


PRO Awards


Click here to view the 2021 winners.
Information on 2022 coming soon!

CHIEF MARKETER 200 Winners Announced

CM 200

Click here to to view the full list of the 2022 winners!