- Nielsen on Wednesday (June 14) introduced its own Media Data Room (MDR) so as to higher position itself as a data leader inside the measurement industry, according to a press release.
- The MDR is a cloud-based platform which allows customers to obtain and share large data sets in a privacy-forward way. The technology was built with Snowflake, with the Media Data Cloud product serving because the underlying technology.
- First-party data has change into of increased importance to advertisers, especially as Google moves forward with its plans to phase out third-party cookies. The unveiling comes as Nielsen continues to struggle to maintain its hold on the measurement landscape.
Nielsen’s MDR is step one within the firm’s data modernization strategy and builds on the inspiration of its Media Data Lake, a cloud-based repository that stores all of data utilized by the corporate for audience measures. The first data set made available under the initial implementation will likely be the Nielsen Respondent Level Data, a modeled subsample of 35 million homes for U.S. national linear TV.
The use of Snowflake for the new data tool will allow for minimized set-up by existing Snowflake users, as the corporate’s technology is already ceaselessly embedded in client workflow, per release details. Nielsen will proceed to enhance data delivery though its types of data distribution, including FTP and custom applications, will likely be replaced by MDR.
The MDR is supposed to play a central role in Nielsen’s transition to its Big Data+Panel National TV measurements, with an end goal of Individual Commercial Metrics, per release details. The firm has been working on ways to improve its metrics for years, meant to coincide with the launch of Nielson One. Notably, the launch of One Ads got here just two days after 4 of the most important TV networks got here together to form a committee meant to explore multiple streaming measurement solutions.
As streaming continues to be a serious player within the media consumption landscape, Nielsen has been within the crosshairs of updated viewership metrics. While Nielsen has not been entirely shut out of discussions surrounding the long run of measurement, its future role stays unclear. Recently, it was revealed that the measurement company miscounted the viewership of Super Bowl LVII.
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