Data fusion promises off-platform Australian audience 'first'

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Emma-rated newsmedia will benefit from an interim calibration to Nielsen's digital content audience targets, pending delivery of its full synthetic database.

Nielsen says it remains committed to a longer-term synthetic respondent-level database which will "future proof our digital currency and allow it to be combined with other virtual panels where required".

The Readership Works announced the innovation for the Australian cross-platform audience insights metric with the "first step" of calibration of Nielsen Digital Content Ratings audience targets to its database.

From January (for the October 2018 Emma data), Nielsen DCR will be calibrated into Emma, promising consistency between industry currency data sources, improved accuracy and a better reflection the total audience of publisher brands.

The move also capitalises on the methodological improvements in Nielsen Digital Content Ratings to extend Emma's ability to deliver total audience to more magazines and news titles. This approach continues to use the current Nielsen Digital Panel data, however it is calibrated to the Nielsen Digital Content Ratings audience targets for people aged 14+.

Readership Works says additional magazine and newspaper mastheads will now receive a "currency-grade" total audience, which can be analysed alongside other media currency data and detailed lifestyle and product data. The number of magazines now able to offer a total audience reach swells from 11 to 39, as well an additional 16 newspaper titles, including The Saturday Paper and regional mastheads.

Full integration of the IAB-accredited Nielsen Digital Content Ratings currency into emma will be possible in the first half of 2019 with the delivery of Nielsen's full synthetic digital respondent-level database.

The interim solution, which depends on publisher participation, allows Nielsen to illuminate greater coverage of mobile audiences and includes content in websites, apps and video players across all devices, and social platforms such as Facebook and Google.

General manager Mal Dale says the innovation "proves our desire to work collaboratively with Nielsen and other industry bodies to provide Australia with the world's most advanced and accurate audience measurement system."

The move is "the first of several exciting innovations" promised in coming months.

NewsMediaWorks chief executive Peter Miller says the move will give digital news brands the ability to measure the efforts they make to distribute and monetise content, providing a complete picture of audiences both on and off-platform.

He says indicative Emma data including the new enhancement shows publishers are "in very good health".

The calibration follows a strategic collaboration between The Readership Works, Nielsen and Ipsos in May. Emma and Nielsen data is brought together for the Emma Cross Platform, to which Nielsen Consumer & Media View is being fused to provide product data.

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