Brand & Business: Xaxis Partners with Nielsen Media for Digital Audience Measurement in India


NEW DELHI – Xaxis India, the Outcome Media Company and GroupM’s advanced programmatic arm, has partnered with global measurement and data analytics company Nielsen Media as a primary digital audience measurement provider in India to bring industry wide third-party verification for Xaxis View, Video Premium, and Audio campaigns.

As a ‘mobile first’ market, analysis of mobile media consumption habits is crucial for success. With Nielsen’s Digital Ad Ratings now offering mobile measurement across leading social, video and audio streaming platforms, Xaxis and its clients will get an accurate read of demographics, reduplicated unique audience numbers, as well as reach, frequency and gross rating points (GRPs) for all campaigns.

Nielsen recently announced that it had expanded advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings. With this expansion, Xaxis can access more granular understanding of YouTube audiences in a manner comparable to TV audiences. These insights can be used to optimize campaigns and drive ‘On Target Reach’ as an outcome on which advertisers can base their media buys. This becomes extremely relevant for brands looking for the most efficient way to reach out to their target audiences through programmatic across mobile inventory.

“Measurement is the first step to affect 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” – Rita Sahajpaul, National Head of Product and Marketing Science, Xaxis India

“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”Vishal Kamath, Director of Digital Media Measurement, Nielsen Media, South Asia

Xaxis has partnered with Nielsen to apply the Digital Ad Ratings measurement across Xaxis View (across YouTube inventory), Xaxis Video Premium (on OTT’s inventory – Hotstar, Sonyliv, Zee5 and Voot) and Xaxis Audio (Audio streaming inventory like Spotify, Gaana and JioSaavn).


About Xaxis

Xaxis is the Outcome Media Company. We combine unique brand-safe media access, unrivalled programmatic expertise, and 360-degree data with proprietary artificial intelligence to help global brands achieve the outcomes they value from their digital media investments. Xaxis offers managed programmatic services in 47 markets, including North America, Europe, Asia Pacific, Latin America, the Middle East, and Africa.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit

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