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Nielsen India launches digital ad measurement platform


Info and survey company Nielsen India has launched a digital ad measurement product called Nielsen Digital Ad Ratings, reports VCCircle. This tool will provide media buyers and sellers info on each advertising campaign to understand campaign tactics in order to optimise the campaign. The tool will also provide data like the who the ad is reaching, how it’s doing and consumer reaction across mobile, web and other screens, while the ad is live.

Nielsen will provide aggregated, anonymous demographic info from participating online data providers with high-quality Nielsen Cross-Platform Homes Panel data. The data will include TV comparable metrics like reach, frequency, gross rating points by age and gender ad demographic market area, which, according to the company, enable cross screen measurement and evaluation.

It will measure all kinds of ad formats including display, banner and video ads across devices and provide real time insights on campaigns. According to an Exchange4media report, Nielsen has tied up with Facebook for the tool, which is already operational in 17 countries including the US, China, Brazil, Australia, Singapore and France.

Other developments:

– Earlier this month, online advertising solutions company Vizury laid off around 50 people in 3 cities in its ad retargeting business, and pivoted its business model to a data management platform (DMP) business.

– AdMagnet, funded by Sequoia Capital, and one of India’s key ad networks, has suspended operations starting October 30th.

Pokkt, a mobile video advertising platform, raised close to $5 million in funding from new investors as well as other existing investors to strengthen its technology and product and for hiring.

– Last month, the Indian Government planned to increase advertising spend on the digital platform, in lieu of ads on tradition media like print and television, and said that the Government would also be present on popular platforms like YouTube.

– In the same month, Ad technology platform Adadyn (previously known as Ozone Media) launched a self serve programmatic ad platform for small and medium businesses (SMBs), where marketers could create, fund and launch campaigns (including retargeting).

– In July last year, television viewership ratings data publisher TAM Media Research launched a mobile app called TAM India which would allow TAM subscribers to access TAM data on their phone at almost the same time as the regular release of TAM data to the industry.

Our advertising coverage here.

Image Credit: David Collins

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