Advertisers rely on identity crosswalks as a critical tool for linking identifiers across data sets and platforms without exposing personal information. This white paper from the Identity Resolution Working Group of the Cross-Platform Measurement Council provides a brief practical introduction to crosswalks and how to implement them effectively. It outlines common operational models, covers use cases for brands, agencies and publishers, and addresses accuracy, privacy and match rate considerations. The guide offers advertising researchers and data practitioners clear, actionable steps for navigating the complex identity landscape.
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On September 18, we pulled back the curtain on how the Streaming Top 10 is created and explored how these titles fuel streaming and many of our cultural conversations. Nielsen revealed why specific metrics are chosen for reporting, provided a deeper understanding of overall trends and observations, and discussed some interesting factoids gathered over five years of tracking.
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Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.
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Research in this Marketing Science Institute (MSI) working paper shows that privacy regulations can increase consumer willingness to share data. Using behavioral data from a popular U.S. shopping app and complementary evidence from the Consumer Expenditure Survey, the research finds that regulations in California and Virginia boosted both the volume and diversity of data sharing—especially among consumers who were initially more reluctant.
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