Xaxis India teams with Nielsen for digital audience measurement | Ratings/Measurement | News | Rapid TV News
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Group M’s Xaxis India is to work with Nielsen Media as a primary digital audience measurement provider in India, providing third party verification on Xaxis View, View Premium and Audio campaigns.

Xaxis logo 24 SepemberThese encompass YouTube and over-the-top (OTT) video streaming platforms Hotstar, SonyLIV, ZEE5 and Voot, as well as audio streaming on Spotify, Gaana and JioSaavn.

Nielsen’s Digital Ad Ratings now offer mobile measurement across leading social, video and audio streaming platforms, and the partnership will provide Xaxis and its clients an accurate read of demographics, reduplicated unique audience numbers, reach, frequency and gross rating points (GRPs) for all campaigns.

“Measurement is the first step to effect a change. I am excited at the prospect of Nielsen and Xaxis collaborating to set a gold standard in audience measurement, driving more meaningful outcomes and thus creating unique value for Xaxis clients. With Nielsen’s mobile measurement capabilities, coupled with Xaxis’ AI-led machine learning capabilities, we are in a unique position to not just bring robust cross-platform and cross-device measurements, but drive custom on-target reach outcomes for our clients across a suite of Xaxis Video and Audio products,” said Rita Sahajpaul, national head of product and marketing science, Xaxis India.

Nielsen recently announced that it had expanded advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings. With this expansion, Xaxis said it can access the more granular understanding of YouTube audiences in a manner equivalent to TV audiences.

Vishal Kamath, South Asia director of digital media measurement, Nielsen Media said: “As brands increase their spend on digital, we’ve seen advertisers demanding greater transparency and cross-platform comparability. By bringing a person-based measurement across publishers through Digital Ad Ratings, Nielsen will provide Xaxis with an independent view and deep understanding of the audience delivered programmatically using metrics comparable to those used for TV”.