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With the changing landscape of loss in signal addressability and with companies prioritizing consumer privacy, data protection, and data control, Nielsen is using privacy-enhancing technology on Amazon Web Services (AWS) like AWS Clean Rooms—a service that helps you collaborate with your partners without sharing raw data—to help agency customers better understand the impact of their advertising. The Nielsen ONE platform validates big data with Nielsen’s people-based panels and device recognition to provide accurate granular insight into impressions, reach, and frequency across platforms. Advanced Audience measurement in Nielsen ONE lets Nielsen’s customers use their own first-party data on Nielsen’s platforms for deduplicated, cross-channel, unified audience insights beyond the traditional age and gender demographic segments.
Through Nielsen ONE’s use of AWS Clean Rooms to integrate first- and third-party data, brands and agencies can gain unique insights about audience reach and campaign effectiveness at levels of precision not possible without first-party data—all without having to move, copy, or share their first-party underlying data with Nielsen. This creates a better customer experience by letting customers easily and securely analyze and collaborate on their collective data with Nielsen. With Nielsen ONE Advanced Audiences, brands and agencies gain detailed insights into where they should invest their media dollars to better personalize the customer experience and drive increased business value.