JioHotstar partners with Nielsen for third-party ad measurement starting IPL
Live MintMumbai: New OTT platform JioHotstar, which emerged from the union of JioCinema and Disney+Hotstar, has partnered with global media audience measurement firm Nielsen to introduce third-party verified advertising data starting with the upcoming edition of the Indian Premier League cricket tournament, marking a major and long-pending shift towards transparency in digital ad measurement. “There is no comprehensive audience measurement system for digital in India, and advertisers have long demanded transparency," said Ishan Chatterjee, chief business officer, sports revenue, SMB & creator, JioStar. “For now, we are focused on ensuring accurate digital ad measurement, but we acknowledge that a unified video measurement system is an eventual industry goal," Chatterjee said. Industry pundits feel that by introducing third-party verified ad measurement, JioHotstar is addressing a long-standing industry concern, giving advertisers access to transparent, independent, and real-time insights.
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