Nielsen, a global leader in audience measurement, data, and analytics, and digitalAudience, an Amsterdam-based Data Collaboration and Cleanroom platform, announced a partnership to power open web measurement in key international markets in Northwestern Europe.

Starting with the Netherlands, digitalAudience will contribute to Nielsen’s demographic data. The two businesses have

Nielsen will incorporate digitalAudience demographic data into the Nielsen Identity System to expand the scope and accuracy of Nielsen’s digital ad measurement for the open web, connecting digital impressions to demographics across millions of devices.

When a digital ad is viewed, advertisers and publishers can use Nielsen Digital Ad Ratings with confidence, knowing that the solution is aimed at appropriately assigning and deduplicating audience demographics across mobile and PC platforms, the company said in a statement.

With this initiative, Nielsen and digitalAudience will further strengthen the industry’s ability to maintain independent measurement across platforms where availability of third party identifiers is on the decline.

“Our cooperation with digitalAudience further scales Nielsen’s Identity System in Northern Europe, with The Netherlands as an important first market to benefit from this relationship. It also showcases our commitment to independent measurement and marketplace interoperability, facilitating an open ecosystem for the media industry, with audiences de-duplicated across multiple platforms,” says Cecilie Westh, EMEA Leader, JIC Measurement, Nielsen. “We continue to evolve our technologies and introduce innovative methodologies in the area of audience measurement. Key regional players such as digitalAudience further enable us to accelerate on this mission.”

Ruben Niet, CEO of digitalAudience says: “We are thrilled to work closely with Nielsen in this important area for our industry Connecting our valuable data sources to Nielsen’s existing data, further strengthens the industry’s ability to maintain measurement across digital channels in a cookieless world within our markets”.