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Nielsen Unveils New Measurement System For A Cookieless Future.

Nielsen is cooking up new ways of measuring audiences without relying on unique trackers like third-party cookies, as those data sets are on the cusp of being phased out. The audience measurement powerhouse revealed its ID resolution system on Thursday. It uses machine learning to process data from its own panels—along with data from publishers and advertisers—to assure advertisers that when an ad is viewed by an individual, the audience is unduplicated and accurately measured across all platforms.

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