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Nielsen advances and brings scale for digital measurement of the open web in seventeen more markets

3 minute read | July 2022

Demographic data from multiple data providers will help power up the Nielsen Identity System to provide advertisers and publishers independent people-based metrics across 17 more markets

4 July 2022 –  Following the successful launch in 12 markets since the beginning of 2022, Nielsen continues the roll out of its enhanced Nielsen Identity System for Digital Ad Ratings.  Philippines, Singapore, Thailand, Mexico, Hong Kong, Taiwan, Norway, Poland, Greece, Netherlands, Belgium, South Africa, New Zealand, Malaysia, UAE, Czech Republic and Hungary are the next markets to launch with data from July 1, 2022.

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

The Nielsen Identity System powering Digital Ad Ratings addresses advertising waste and helps enable advertisers and publishers to 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.

Arnaud Frade, Head of Commercial & Growth, Nielsen APAC 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 our region Asia Pacific: Australia, Japan, India and Indonesia. We are excited to  have this innovative methodology now available across more markets in the region!”

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 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. More markets are expected to follow later next month.

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.


Sophie Millington

Minami Nan