Nielsen Unveils New Cookieless Media Measurement

Nielsen announced this week its approach to eliminate its reliance on digital identifiers and ensure that advertisers and publishers can continue to measure confidently in a dynamic, privacy-first media environment.

With its new approach to measuring authenticated and unauthenticated web traffic, Nielsen will become the leading platform to validate first-party server data with real consumer behavior.

As Nielsen continues to evolve its technologies and methodologies for independent measurement of audiences and outcomes, it has identified a five-pronged approach to measuring authenticated​ (traffic with identifiers)​and unauthenticated web traffic​ (logged-out traffic)​.

​Read the press release here​.