Xaxis India Partners with Nielsen Media

In India, WPP audience profiling and targeting division Xaxis has announced a digital audience measurement partnership with Nielsen Media, to provide industry-wide third-party verification for its Xaxis View, Video Premium and Audio campaigns.

Xaxis and its clients will receive demographics, reach, frequency and gross rating points (GRPs) for all campaigns, via Nielsen's Digital Ad Ratings - with unique audience numbers reduplicated across leading social, video and audio streaming platforms. Following Nielsen's recent expansion of ad measurement on YouTube's mobile app, the deal means Xaxis can analyse YouTube audiences with the same granularity as TV audiences, and target accordingly.

Rita Sahajpaul, National Head of Product and Marketing Science, Xaxis India comments: '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 to reach outcomes for our clients across a suite of Xaxis Video and Audio products'. Vishal Kamath, Director of Digital Media Measurement for Nielsen Media, South Asia adds: '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'.

Web site: www.xaxis.com .