News Center >

Nielsen enhances Identity System for Digital Ad Ratings in Indonesia

3 minute read | April 2022

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

Indonesia, April 4th 2022 – On April 1, Nielsen will enhance its open web methodology in Indonesia for Digital Ad Ratings through the Nielsen Identity System, alongside seven other markets: Germany, Australia, Japan, Spain, India, Canada and Brazil. 

The Nielsen Identity System revolutionizes how digital ad campaigns are measured in a rapidly changing media ecosystem. 

The launch of the Nielsen Identity System in Indonesia follows successful launches in Italy, France and the UK earlier this year. 

Hellen Katherina, Indonesia country leader said, “We’re leading the way in solving digital consumer behaviour fragmentation. From granularity to large-scale measurement, we’re delivering actionable insights to help advertisers measure, manage and optimize their campaign budgets and results. ” 

Additionally, with this launch, Nielsen is reinstating our Viewability option for the open web impressions providing our clients with unique insights into an ad’s visibility to audiences.”  

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 in order to get to true people-based metrics. 

Sarah Miller, SVP, Product Management at Nielsen commented “With this enhancement to our Identity System we are taking another step to assure the longevity of ad measurement amidst the rapidly evolving digital ecosystem. Nielsen is ahead of its planned schedule and is expediting the launch in various markets.” 

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. For Indonesia specifically, it will be over 125 million identifiers.

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.



Sophie Millington


Sara Guainazzi