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Nielsen and digitalAudience announce data measurement collaboration for open web measurement in Northwestern Europe

3 minute read | May 2023

digitalAudience will contribute demographic data to the Nielsen Identity System to increase the coverage in Nielsen’s digital ad measurement for the open web, connecting digital impressions to demographics across millions of devices.

Amsterdam – May 11, 2023 – Nielsen, a global leader in audience measurement, data and analytics and digitalAudience, a leading Amsterdam-based Data Collaboration and Cleanroom platform, today announced their cooperation to power open web measurement in key international markets in Northwestern Europe. digitalAudience will help fuel Nielsen’s demographic data starting with the Netherlands. The two companies have plans to expand their relationship into more markets in the region during 2023.

Nielsen will integrate demographic data provided by digitalAudience into the Nielsen Identity System to provide more scope and accuracy in Nielsen’s digital ad measurement for the open web, connecting digital impressions to demographics across millions of devices. Advertisers and publishers can use Nielsen Digital Ad Ratings with confidence knowing that the solution is aimed towards appropriately assigning and deduplicating audience demographics across mobile and PC platforms when a digital ad is viewed.

With this initiative, Nielsen and digitalAudience will further strengthen the industry’s ability to maintain independent measurement across platforms where availability of third party identifiers is on the decline.

“Our cooperation with digitalAudience further scales Nielsen’s Identity System in Northern Europe, with The Netherlands as an important first market to benefit from this relationship. It also showcases our commitment to independent measurement and marketplace interoperability, facilitating an open ecosystem for the media industry, with audiences de-duplicated across multiple platforms,” says Cecilie Westh, EMEA Leader, JIC Measurement, Nielsen. “We continue to evolve our technologies and introduce innovative methodologies in the area of audience measurement. Key regional players such as digitalAudience further enable us to accelerate on this mission.”

Ruben Niet, CEO of digitalAudience says: “We are thrilled to work closely with Nielsen in this important area for our industry Connecting our valuable data sources to Nielsen’s existing data, further strengthens the industry’s ability to maintain measurement across digital channels in a cookieless world within our markets”.

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. Nielsen operates around the world in more than 55 countries. Learn more at and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).

About digitalAudience

digitalAudience is a data-collaboration and cleanroom platform that enables its customers to maximize their marketing effectiveness in a privacy first, technology led manner. Our platform helps companies gain maximum addressability with their customers and prospects by connecting valuable data sources to their first party data. We do this by offering onboarding, collaboration, and activation with privacy at its core.

Press Contact

Ben Gold, Director of Communications, EMEA

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