1 Minute View: We can’t let anyone derail digital measurement

15 Jan,2019

1 Minute ViewKudos to Niraj Sharma of Best Media Info for bringing to the fore the issues of the delay in the functioning of the third party digital measurement (link: https://bestmediainfo.com/2019/01/commentary-ekam-stuck-is-isa-hand-in-glove-with-google-and-nielsen/).

In his comment, Sharma has made serious allegations about the role of Google and the Indian Society of Advertisers (ISA). “ISA is not able to understand Google’s game, which is not playing the ball in a true manner. Why does ISA not understand that it should be independent third-party measurement and that Google’s measurement is not independent? Is this because ISA is hand in glove with Nielsen globally as it has some old deals with Nielsen?”

MxMIndia has reached out to the ISA Chairman Sunil Kataria through his office and is awaiting his response.

Meanwhile, there is a urgent need for powers that be across the media ecosystem to get cracking on achieving a robust third-party measurement system for digital. Soonest.

 

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