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Nielsen Video Series – Episode 3: Nielsen Identity System

Jonathon Wells, Senior Vice President, Data Science, Nielsen, answers five questions to better understand the important role of identity system in audience measurement. 

Here are the five questions: 

  • What are the market changes that have made an identity system change important for audience measurement? 
  • What is difficult about associating an individual with devices?  
  • What is an identity graph? 
  • What is the role of the identity system in audience measurement? 
  • What is different about Identity for targeting vs identity for measurement?