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Nielsen Will Open Measurement to Media Companies’ First-Party Data, a Move That Could Prove Controversial
Nielsen gained approval to use media companies' first-party data to measure audiences, a move that could favor more established streamers like Amazon.
“With time-tested methodologies like our accredited persons panel and precise new solutions for the streaming era, we believe Nielsen is right where the industry needs us to be — at the convergence of all the ways people watch content. “The big debate around all of this is how do you continue to enhance their traditional panel-based approach,” Paul Ballew, the NFL’s chief data and analytics officer, told Variety in August of last year. While linear TV broadcasts can be monitored fully, views on streaming hubs take place behind a paywall, leaving the media owner as the only one that can measure all audience behavior.
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