Nielsen has enhanced its open web methodology for Digital Ad Ratings through the Nielsen Identity System in Canada and seven other markets.

The upgraded identification system measures digital campaigns for the open web alongside the integrations already in place for walled gardens. It also connects digital ad impressions for the open web to demographic data from both Nielsen and third-party data providers. Nielsen says that advertisers and publishers can measure reach and frequency of their audiences knowing that when a digital ad is viewed, demographics are deduplicated across mobile and PC platforms to get to true people-based metrics.

With the decline of cookies, Nielsen says its focus on strengthening identity pushes the company closer to mending the fragmentation within the digital measurement ecosystem.

“Nielsen’s focus on local markets ensures measurement in Canada will remain viable through the changing digital ecosystem and will continue to strengthen,” said Paige Sontag, client strategy director, Nielsen activation, measurement and media analytics, Canada.

Nielsen, which was recently acquired by private equity group Evergreen Coast for $16 billion, partnered with The Trade Desk to integrate the DSP’s demographic data into the Nielsen ID System earlier this year. The benefits of that partnership are expected to roll out in Canada later this year.