Nielsen has unveiled its "multitouch attribution" tracking option that links transaction records with viewer habits, using first-party data and third-party data, to attribute sales to specific ads. Kraft is the first brand to test the system. "I think, increasingly, the CMO is a very critical constituency. ... We're in the front edge of this business, but it's not so opaque anymore. It's not a trust-me kind of thing; it's a test-and-learn mentality on the client side," said Nielsen's John Lewis.