. Such measurement options are becoming more important as third-party cookies are phased out and increasingly subject to privacy legislation.Nielsen's system will create an identity graph that maps user profiles onto various identifiers associated with them—for example, their email address or phone number—rather than creating those user profiles using cookies or other trackers.
. ID graphs will power, among other things, the deduplication of audiences across media measured by Nielsen. This will provide marketers with a more accurate idea of how their media investments are performing., marketers most commonly work with identity resolution services integrated within other services they use, including within ad tech and within marketing tech .
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