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Nielsen enhances Identity system for Digital Ad Ratings in India

3 minute read | March 2022

Demographic data from multiple providers will power up the Nielsen identity system to bring scale for the digital measurement of the open web

Mumbai, India, 31st March 2022 – On April 1, Nielsen will enhance its open web methodology in India for Digital Ad Ratings through the Nielsen Identity System, alongside seven other markets: Germany, Australia, Japan, Spain, Indonesia, Canada and Brazil. 

The Nielsen Identity System revolutionises how digital ad campaigns are measured in a rapidly changing media ecosystem. The India launch of the Nielsen Identity System follows successful launches in Italy, France and the UK earlier this year. 

Dolly Jha, Nielsen India Managing Director said, “We’re leading the way in tackling digital consumer behaviour fragmentation. From granularity to large-scale measurement, we’re delivering actionable insights to help advertisers measure, manage and optimise their campaign budgets and results.” 

Thanks to the Nielsen Identity System powering Digital Ad Ratings advertisers and publishers can measure reach and frequency of their audiences with confidence knowing that when a digital ad is viewed, demographics are deduplicated across mobile and PC platforms to get to true people-based metrics. 

The Nielsen Identity System measures digital campaigns for the open web alongside the integrations already in place for the walled gardens. The Nielsen Identity System connects digital ad impressions for the open web to Indian demographic data from both Nielsen and third-party data providers. In India, it is powered by more than 700 million device identifiers in a privacy-centric manner.

Nielsen is excited to be working with global & local data providers and will continue to expand its relationships with more data providers to further increase coverage within the Nielsen Identity System. 

These strategic relationships, combined with Nielsen’s unique data assets and sophisticated machine learning models, cement Nielsen’s position as a leader in digital ad measurement, both in India and globally.

Sarah Miller, SVP, Product Management at Nielsen commented “With this enhancement to our Identity System we are taking another step to assure the continuity of ad measurement amidst the rapidly evolving digital ecosystem. Because of Nielsen’s unique data assets, we are not only able to adjust and correct licensed third party demographic data using panels, we have also developed sophisticated machine learning algorithms to cluster digital identifiers into people and correct for any possible imbalances from the market’s universe of users. It is this advanced data science methodology fueled by the sheer volume of Nielsen Identities that will empower the digital ad measurement into the future.”

April will also see the launch of the enhanced Nielsen Identity System in Japan, Germany, Australia, Spain, Indonesia, Canada and Brazil with Singapore, Mexico, Thailand, The Philippines and Hong Kong to launch in May. We will continue to launch the enhanced Nielsen Identity System in additional markets through the rest of 2022

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.

Nielsen Digital Ad Ratings delivers a people-based measurement of digital campaigns, including reach and frequency, against Walled Gardens (a closed ecosystem in which all the operations are controlled by the ecosystem operator) and the Open Web and can provide de-duplicated reach across all of these properties.

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.



Ashish Agarwal