Nielsen is currently working on a new solution for a world without cookies: Nielsen IDs. These are identifiers based on persons, but which comply with all the requisites for ensuring user privacy.
According to Julia Sant Ambrosio, Nielsen’s Sales Leader Marketing Effectiveness Latin America, brands see the end of cookies as a needed change.
“This measure makes possible the resolution of many problem areas in the digital world, such as the complexity of measuring the use of different devices by different people in different ways. But now, having a unified measuring system that responds to more than one key performance indicator (KPI), brands can refer to a single measurement on a single platform. In addition, the loss of effectiveness we suffered by updating month by month has now been solved by doing it daily, which gives our campaigns almost 40 percent more effectiveness,” she said.
Another advantage, the executive said, is the automatization. “Today, by being directly connected to the platforms allows us to update without having to follow a campaign independently.”
Julia Sant Ambrosio’s statements form part of the April edition of FastFWD, which studies the industry’s transition to a world without cookies (see report
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