Nielsen Will Open Measurement to Media Companies’ First-Party Data, a Move That Could Prove Controversial

variety.com:

Brian Steinberg Senior TV Editor Nielsen will let the media outlets it tabulates add their own audience data to its ratings tabulation, a move that the measurement giant sees as an inevitable one in the age of streaming but that detractors suggest could give an unfair early advantage to established digital players such as Amazon.

The Media Rating Council, an independent body that sets standards for and monitors Nielsen and other ratings providers, on Thursday said it approved the use of first-party live streaming data into Nielsen’s national TV service, while renewing accreditation for Nielsen’s national panel measurement.

The move gives Nielsen a new edge at a time when it has more competitors vying to keep tabs on video audiences across both traditional TV and streaming hubs. “We’re thrilled and humbled to earn first-party approval from the MRC.

It’s a great affirmation of Nielsen’s ability to innovate at the speed of the market, while doing so in a safe and verified way,” said Nielsen CEO Karthik Rao, Nielsen’s CEO, in a statement. “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.