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Nielsen, The Trade Desk make measurement agreement

Nielsen of New York and The Trade Desk of California have formed a joint venture to provide identity resolution for Internet audience measurement in a number of international markets. According to the companies, Nielsen will integrate demographic data from The Trade Desk into its Nielsen ID System in these markets. The aim is to to provide more scope and accuracy in digital advertising measurement. The service has launched in France, Italy and the United Kingdom. It will roll out to Japan, Australia and Germany in April, followed by additional Asian and European markets, as well as Canada and Mexico, at later dates.

"This strategic partnership with The Trade Desk immediately scales Nielsen's Identity System globally, and showcases our commitment to independent measurement and marketplace interoperability, facilitating an open ecosystem for the media industry, with audiences de-duplicated across multiple platforms," said Karthik Rao, chief operating officer at Nielsen. "We continue to evolve our technologies and methodologies and this is a very important milestone for the vision of true cross-platform measurement across all screens, underpinned by a strong digital measurement capability."

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