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
Why Peaky Blinders is one of television’s biggest hits that still deserves more attention
Six seasons, multiple awards and the release of Peaky Blinders: The Immortal Man bring the Shelby saga back into the spotlight
In the crowded universe of streaming content, only a handful of shows manage to leave a lasting cultural footprint. Peaky Blinders is overwhelmingly considered one of the biggest global hits of the past decade. Yet many viewers still haven’t fully explored the dark, gripping world of the Shelby family.
Originally produced for the UK’s BBC and later finding a massive global audience through Netflix, the series quietly grew from a British period drama into a worldwide streaming phenomenon.
Created by Steven Knight, the show follows the rise of the Shelby crime family in post-First World War Birmingham. What begins as a gritty street-gang story gradually expands into a sweeping narrative about ambition, politics, power and survival.
At the centre of the saga is Thomas Shelby, portrayed with extraordinary depth by Cillian Murphy. The casting of Murphy is widely regarded as perfect for the role. With piercing eyes, restrained dialogue and an almost hypnotic screen presence, he transforms Shelby into one of the most unforgettable characters in modern screen storytelling.
Murphy’s brilliance lies in his restraint. He rarely shouts or performs theatrically. Instead, a quiet stare, a calculated pause or a subtle shift in expression conveys the emotional storms within the character. Beneath the ruthless gang leader is a war veteran carrying trauma, guilt and loneliness. Murphy captures this complexity with remarkable precision, making Thomas Shelby both terrifying and deeply human.
Beyond its central performance, Peaky Blinders stands out for its unfiltered portrayal of reality. The show does not romanticise crime. Instead, it exposes the harsh social conditions of early 20th-century Britain, from poverty and class struggle to political extremism and the psychological scars left by war.
The series also presents powerful female characters who hold their own within the Shelby empire. Polly Gray, played by Helen McCrory, is the strategic backbone of the family and one of the most formidable figures in the story. Women in the series shape decisions, influence power structures and challenge the rigid social norms of the time.
Across six seasons, the narrative grows dramatically in scale. What begins in the smoky streets of Birmingham evolves into a story involving political conspiracies, fascism and international criminal networks.
The series has also earned significant critical acclaim. It won the BAFTA Television Award for Best Drama Series in 2018 and multiple National Television Awards for Best Drama, cementing its reputation as one of Britain’s most celebrated modern shows.
Another defining feature of the series is its iconic music. The show’s opening theme, Red Right Hand by Nick Cave and the Bad Seeds, became instantly recognisable and widely associated with the Shelby universe. Combined with a powerful soundtrack featuring artists such as Arctic Monkeys and Radiohead, the music helped shape the show’s dark, stylish identity and became hugely popular among fans.
And the Shelby story is not over yet.
In fact, its legacy is unfolding right now. The long-awaited feature-length continuation, Peaky Blinders: The Immortal Man, was released on March 6, 2026, bringing the Shelby universe from streaming screens to cinemas and giving fans a new chapter in the saga.
For viewers who have not yet stepped into this world, the timing could not be better.
Six gripping seasons are ready to binge on Netflix. A new film has just arrived in theatres. And at the heart of it all stands one of the most magnetic performances in modern drama by Cillian Murphy.
So if Peaky Blinders has been sitting on your watchlist for years, this weekend is your moment.
So, by order of the Peaky fookin’ Blinders, consider this your cue to finally step into the ruthless world of Thomas Shelby. Pour yourself a drink, clear your schedule and press the play button. Because when the Peaky Blinders give an order, you listen.
