A very popular topic in the advertising and media community has been attribution modeling, the ability to measure the impact that a media schedule has on sales. There are now a number of ad tech companies that have developed attribution models that can measure the “return-on-advertising-investment” of a media schedule. The emergence of these attribution models coincides with an increasingly fragmented media landscape with viewers continuing to migrate to other (and newer) ad supported platforms. In addition, third-party cookies which many marketers have relied on to target consumers with personalized messaging are being phased out. Marketers have been looking for alternatives for third-party targeting.
One of the companies measuring attribution has been Nielsen. The long-time audience measurement company recently announced the development of a new approach that moves away from third-party cookies to privacy compliant and people-based identifiers for attribution. Nielsen had first launched a multi-attribution model in 2015. This next-generation attribution model is now available globally.
As part of the new attribution model, last November, Nielsen announced the launch of Nielsen’s ID, a resolution system that provides device-agnostic identifiers, verify demographic characteristics as well as media exposure over time, across all media. The end result is to ascertain audience and media measurement. The model can also identify when consumers shift to newer technologies.
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