- Nielsen (NYSE:NLSN -1%) is launching cross-device provider verification, which it will use to track accuracy of graphs working to follow consumers across their various devices.
- That includes smartphones, tablets and their desktop computers. Nielsen will power the new methodology using its Digital Ad Ratings product.
- "Nielsen's cross device verification will bring greater rigor and transparency to the measurement of cross device graphs and provide the market with valuable insights to assist in more informed buying and selling decisions," says senior VP of Digital Thomas Eaton.
- The system will evaluate providers across five metrics, Nielsen says, including: match rate, precision, recall, cross-device scale and a composite score.