iWorld
Nielsen enhances identity system for digital ad measurement in 15 new markets
Mumbai: Nielsen has announced the release of its enhanced identity system for digital ad ratings in 15 markets starting on 1 February 2022. This change enables more accurate digital ad measurement, connecting digital impressions to the demographics of people across billions of devices in preparation for a cookieless future, it said.
Following the roll out in the UK, Italy, and France on 1 February, the enhanced Nielsen Identity System for digital ad ratings is planned for release in Japan, Australia, India, and Germany on 1 April; Spain, Brazil, Indonesia, and Canada on 1 May; and Singapore, Mexico, Thailand, and Hong Kong on 1 June. Nielsen plans to release the enhanced Identity System across other markets on a monthly cadence following the initial releases in 2022, said the company in a statement.
In addition, Nielsen continues to enter into and expand its relationships with both global and local data providers to power up the Nielsen Identity System. Today the firm has added more than two billion de-duplicated identifiers across markets into the Identity System, growing every day.
“With this enhancement to our Identity System, we are taking another step to assure the longevity of ad measurement amidst the rapidly evolving digital ecosystem,” commented Nielsen SVP – product management Sarah Miller. “Because of Nielsen’s unique data assets, we are not only able to adjust and correct licensed third-party user registration data using panels, we have also developed sophisticated machine learning algorithms to cluster digital IDs into people and correct for any possible imbalances from the market’s universe of users. It is this advanced data science methodology fuelled by the sheer volume of Nielsen Identities that will empower the digital ad measurement into the future.”
To combat the issue of cookie and mobile ad id erosion and in preparation for an increasingly fragmented future, Nielsen previously announced the revolution of digital audience measurement by providing holistic people-based measurement across devices, de-duplicating across platforms and publishers.
The Nielsen Identity System serves to unify the identity data that Nielsen receives in an interoperable way across the media ecosystem. Advertisers and publishers can use Nielsen measurement with confidence knowing that when a digital ad is viewed then the measured demographics are appropriately assigned and the audiences are deduplicated across mobile and PC platforms in order to get to true people-based metrics. Nielsen achieves this by uniquely combining Nielsen assets with third-party data sets calibrated against truth sets.
“Nielsen continues to evolve its technologies and methodologies for independent measurement of audiences as the industry itself evolves to utilise cross-media measurement,” said Nielsen’s international chief growth officer and president Sean Cohan. “Nielsen’s strategic measurement approach positions the company to deliver deduplicated audiences across linear and digital as part of Nielsen One.”
iWorld
Netflix launches Playground app to bring games and interactive play for kids
Interactive games, fresh series and returning favourites aim to blend play and learning
MUMBAI: Netflix is doubling down on kids entertainment with a major expansion of its family-friendly slate, anchored by the launch of Netflix Playground, a new interactive app designed to blend play with storytelling.
Aimed at children aged eight and under, the app allows young viewers to engage with familiar characters from shows like Peppa Pig and Sesame Street through games and activities, all within a safe, ad-free environment. The app is already live in select markets and is set for a wider global rollout later this month.
The move signals Netflix’s push to turn passive viewing into a more immersive experience. Alongside the app, the platform has unveiled a mix of new titles and returning favourites, including fresh episodes of Trash Truck and The Creature Cases, as well as a new preschool series, Young MacDonald. Popular titles such as CoComelon Lane and Ms. Rachel are also set to expand with new seasons and episodes.
Speaking about the strategy, Netflix vice president of animation series and kids and family tv John Derderian said, “We’re building a world where kids can not only watch their favourite stories, they can step inside them and interact with their favourite characters. We’re creating a seamless destination for discovery, learning, and play.”
The expanded offering also leans heavily on convenience for parents, with offline access, curated content, and robust parental controls designed to ensure a safe and tailored viewing experience. Features such as profile locks, content filters, and activity tracking aim to give families greater control while allowing children to explore independently.
The timing is strategic. Kids and preschool content has emerged as one of Netflix’s most-watched categories in recent years, making it a key battleground in the streaming wars. By combining games, education, and entertainment, the platform is looking to deepen engagement and build long-term loyalty among younger audiences.
With interactive play now joining its content arsenal, Netflix is not just streaming stories but inviting kids to step inside them, turning screen time into something a little more hands-on.
