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A new study finds that the market's content intelligence gap actively suppresses budget confidence at every stage of the planning and trading cycle
Anuja Jain May 29, 2026 8:02 AM
Saugata Basuray is currently the Wholetime Director and Interim Chief Executive Officer of Castrol India
Urban middle-class sentiment is weakening faster than rural, which is hurting brands badly. This has begun to impact their media plans, say industry experts
Kanchan Srivastava May 28, 2026 9:02 AM
Sources said BARC’s renewal application was submitted following the ministry’s decision to extend the compliance window for existing TV audience measurement agencies
Imran Fazal May 20, 2026 1:48 PM
As Connected TV scales rapidly, marketers are shifting from chasing reach to rebuilding control in a fragmented, data-rich ecosystem, note industry observers
Anuja Jain Apr 24, 2026 9:09 AM
Vempati, who joined the BARC board in 2024, has stepped down citing personal reasons
Imran Fazal Apr 23, 2026 12:15 PM
Industry stakeholders say design today is no longer just about how a product looks or feels, but how it performs across the consumer journey
Sunidhi Vijay Apr 16, 2026 8:53 AM
While some experts see TAM’s cross-platform push as a unified lens for sponsorship analytics, others view it less as a turning point and more as the start of a longer transition
Aditi Gupta Apr 16, 2026 8:27 AM
Industry observers share test cycles have become much tighter and platforms are now expected to demonstrate incrementality or measurable outcomes quickly, with most rationalising technology stacks
Shantanu David Apr 7, 2026 8:56 AM
Experts says industry players may move court seeking interim relief and clarity if MIB fails to address concerns
Imran Fazal Apr 2, 2026 9:23 AM
With rising discovery costs, retail media budgets will likely move toward platforms that deliver measurable outcomes, brands will become more selective and focus on clear results
Shantanu David Mar 30, 2026 8:22 AM
Reacting to the MIB’s updated policy architecture, LV Krishnan, CEO of TAM Media Research, described the move as both timely and progressive
Imran Fazal Mar 28, 2026 3:09 PM
The mandate to scale up by 10,000 meters annually has drawn criticism for being overly ambitious for MIB
Imran Fazal Mar 28, 2026 10:56 AM
With digital driving over 100% of growth, for marketers video now delivers both scale and performance, a combination that was earlier split across television for awareness and search for conversion
Anuja Jain Mar 26, 2026 9:13 AM
As cross-screen metrics promise clarity, the real impact may lie in how budgets are justified, priced and redistributed, say industry players
Anuja Jain Mar 23, 2026 9:22 AM
The rise of MSME spending is decentralising India’s digital ad ecosystem, say industry leaders; digital now central to customer acquisition, brand building and market expansion
Sunidhi Vijay Mar 9, 2026 8:42 AM
Experts say brands still treat AI as a digital or martech experiment, but that is beginning to change
Pooja Yadav Mar 5, 2026 9:28 AM
The rebranding comes following the company’s separation from Kantar Group and its acquisition by H.I.G. Capital in August 2025
e4m Staff Feb 26, 2026 3:32 PM
According to media reports, the pilot is being conducted with a leading industry player, to formally test an integrated cross-platform measurement model
e4m Staff Feb 26, 2026 9:11 AM
By providing consent-driven insights, Kargo helps brands understand how digital campaigns influence offline behaviour without compromising consumer privacy
e4m Staff Feb 9, 2026 11:08 AM
Matty Lin joins the business from TikTok/Bytedance, where he most recently served as General Manager of Global Business Solutions for Southeast Asia and South Korea
e4m Staff Jan 14, 2026 12:49 PM
The ‘Math of Marketing’ IP focuses on resolving the critical tension between immediate ROI and sustainable brand equity
e4m Staff Jan 13, 2026 3:40 PM
Saugata Basuray will take on the role of Interim CEO in addition to his current role of Wholetime Director & Head B2C Sales
e4m Desk Dec 31, 2025 11:35 AM
Experts say the next phase of retail media will be defined by how intelligently it is deployed: less about chasing scale and more about building sophistication
Pooja Yadav Dec 30, 2025 8:35 AM
With questions swirling around how ratings were influenced, sensitive data was accessed and money used to distort audience metrics, industry experts warn of deeper weaknesses and blind spots
Aditi Gupta Nov 28, 2025 9:09 AM
Mayank Pandey currently serves as Vice President at bp’s Customers & Products (C&P) Business & Technology Centre
e4m Staff Nov 14, 2025 4:54 PM
ROI is a complete measurement suite to track attention, trust, confidence and advertising impact at scale
e4m Staff Nov 13, 2025 7:02 PM
While the ministry’s draft amendment seeks to curb paid visibility and restore fairness in ratings, stakeholders warn that the lack of real-time detection makes full enforcement nearly impossible
Tasmayee Laha Roy Nov 7, 2025 8:57 AM
The ministry has sought feedback from stakeholders and the general public by December 5
The theme for this year is ‘Edge of the Unknown: Risk. Resolve. Renewal.’
e4m Staff Oct 16, 2025 2:12 PM
Connected TV is rapidly reshaping India’s viewing habits, prompting a rethink of traditional audience measurement systems to capture consumption across both linear and digital platforms
Aditi Gupta Oct 16, 2025 9:03 AM
Guest Column: Rajiv Dubey — Vice President, Head of Media, Dabur India, writes on how the advertising landscape has changed, and his vision for a 'future-ready' measurement system
Rajiv Dubey Aug 25, 2025 8:45 AM
In this edition of TechTalk, Anil Goel, Global Chief Technology Officer at Nielsen talks about audience measurement has evolved from a passive exercise to an active intelligence function
Shantanu David Jul 30, 2025 9:20 AM
Experts say the estimated cost of establishing a new ratings system may reach Rs 500 crore, but building industry-wise consensus will be the real hurdle
Aditi Gupta Jul 30, 2025 9:05 AM
The shift opens a window for industry heavyweights who have long wanted greater control over measurement data, say experts
While a section of industry watchers have welcomed the move, others have said that MIB making ratings 'free for all' weakens critical safeguards and makes it fallible to insider trading
Insiders attribute the stagnation to a lack of sustained interest among a section of broadcasters
Kanchan Srivastava Jun 23, 2025 9:12 AM
In a candid conversation with e4m, TRAI Chairman AK Lahoti reiterated the need to introduce competition in audience measurement, which he believes is critical to restoring fairness and accuracy
Aditi Gupta Jun 12, 2025 9:45 AM
In an exclusive interview with e4m, Alejandro Fosk, Executive Vice President International, Comscore, talked about the plan and shared his strategy for the India market
Kanchan Srivastava May 23, 2025 8:35 AM
Sunil Kataria, President of Indian Society of Advertisers, also spoke to e4m on ISEC, IRS and creating an AI playbook
Kanchan Srivastava Feb 28, 2025 8:43 AM
JioStar’s Ishan Chatterjee along with Nielsen’s Arnaud Frade and Hemant Kewalya, share their insights on how this partnership will reshape digital ad measurement and accountability
Aditi Gupta Feb 17, 2025 9:24 AM
Neither BARC nor Comscore could begin the preliminary survey in India even as the US, the UK and EU have CTV measurements in place
Kanchan Srivastava Jan 31, 2025 8:02 AM
Industry players assert that the need for robust measurability solutions will intensify with brands seeking more accountability on ad spends; measurable OOH ads to draw larger budgets too
Chehneet Kaur Jan 30, 2025 8:32 AM
The SVOD audience base showed 2% decline, dropping from 153.0 million in 2023 to 150.6 million in 2024, said 'The Ormax SVOD Audience Report: 2024.' Connected TVs and co-viewing are emerging trends
e4m Staff Dec 9, 2024 11:55 AM
Shashi Sinha, CEO, IPG Mediabrands India, engaged in an insightful chat with e4m Editor Tasmayee Laha Roy on a balanced media mix, concerns about transparency in the digital space and much more
e4m Staff Nov 11, 2024 3:57 PM