• by Wayne Friedman , February 28, 2022

Just days after a recent data deal with the Trade Desk, Nielsen has expanded another agreement with Experian for the Nielsen Identity System. Nielsen is already using demographic data from Experian for connected TV (CTV) for its Digital Advertising Ratings (DAR) product.

Experian’s data will expand Nielsen's Identity System with IDs for open web measurement, increasing coverage and measurement across screens and devices.

In its ID System, the Nielsen ID Graph links billions of first- and third-party data validated by Nielsen's people-based panels, according to the company.

The deal will help Nielsen's big cross-media measurement effort, Nielsen One, which is set to launch in the fourth quarter of this year.

In February 2021, Nielsen launched its identity resolution system for global attribution measurement.

Many media measurement companies -- through partnerships with major TV networks groups and media agencies -- continue to test alternative cross platform media services that include various identity data services, in part, to compete with traditional measurement companies, especially Nielsen.

Earlier this month, Nielsen made a deal with The Trade Desk, in which the demand-side platform will contribute identity demographic data to boost Nielsen's identity system Nielsen ID in global markets, beginning first in France, Italy and the United Kingdom.

Since 2020, Nielsen has been an early supporter of the Trade Desk’s Unified ID 2.0, an open-source digital framework.

The Trade Desk has achieved wide acceptance among publishers, buyers and technology providers.