Nielsen announced that it’s developing an identity resolution solution to debut in 2021. The solution will be focused on measurement—rather than targeting—in a post-third-party cookie world, according to a piece in AdExchanger. Marketers can expect a roll out in phases during Q1.
While identity resolution is typically used for digital audience targeting, Nielsen’s solution is focused on measurement, according to a company executive. The idea is that the focus on measurement will prevent deduplication of audiences across digital, linear, addressable, CTV and additional platforms. Nielsen will use machine learning to match signals from devices to impressions and ultimately a specific person, which is made possible through relying on its consumer data.
For more detail on Nielsen’s identity resolution solution, including its interoperability with other identifiers used for targeting, read more in AdExchanger.