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The Economic Times

Economy / The Economic Times

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Unified ad tracking needs wider buy-in to succeed

A new cross-media advertising measurement system from BARC and Nielsen aims to give brands a single view of campaign reach across TV and digital. Its success depends on major broadcasters and streaming platforms joining the initiative. Currently, only JioHotstar has adopted the framework. This system could help advertisers plan media mixes more accurately by showing platform value.

10 Mar 2026 12:30 am