What you need to know:

• The Trade Desk and Nielsen have announced a strategic partnership that scales Nielsen’s postcookie identity product, Nielsen ID.
• The Trade Desk will share demographic data and Nielsen will be a preferred measurement partner.

Nielsen says its post-cookie identity solution, the Nielsen ID, has been given a shot in the arm by a strategy partnership with The Trade Desk, which will share its demographic data to measure the success of online ads.

Nielsen, an audience measurement and analytics firm, uses census and panel data, machine earning, and third-party datasets to give publishers and advertisers a “Digital Ad Rating”, which measures whether ads are duplicated and how effective they are.

The deal with The Trade Desk means Nielsen’s identity system will, effectively, have more data to work with to measure ads on the open web. Nielsen says it has become a preferred measurement partner of The Trade Desk in the process.

“This strategic partnership with The Trade Desk immediately scales Nielsen’s Identity System globally,” Karthik Rao, Nielsen’s Chief Operating Officer, said. "[It] showcases our commitment to independent measurement and marketplace interoperability, facilitating an open ecosystem for the media industry, with audiences de-duplicated across multiple platforms.”

The product will start in France, Italy, and the UK, with Australia, Japan and Germany launching on April 1.