Unified ad tracking needs wider buy-in to succeed

Designed to solve one of the advertising industry’s biggest measurement gaps by giving brands a single, granular view of campaign reach across television and digital, the success of the Broadcast Audience Research Council India (BARC)-Nielsen cross-media measurement system hinges on India’s biggest broadcasters and streaming platforms getting on board, media experts said.

Without wider participation from major TV networks and OTT platforms, its ability to emerge as a credible industry currency may remain constrained, forcing advertisers to continue stitching together fragmented data from multiple measurement tools.