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HomeNewsTechnology NewsKantar partners with VTION; will launch India’s first OTT audience measurement solution
Monday, 18 November 2019 13:40

Kantar partners with VTION; will launch India’s first OTT audience measurement solution

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To have BARC type ratings for OTT segment, the market research company Kantar has joined hands with VTION. This will be India’s first continuous ‘OTT Audience Measurement’ solution.

Kantar has expertise in media measurement and Consumer insights while VTION is known for its proprietary audience measurement technology and data management framework. They claim to provide a unique, comprehensive understanding of audience behaviour, insights for communication planning as well assessment of ROI for media investments across OTT Video platforms, OTT Audio Streaming & Podcasting and Broadcast Radio FM Platforms.

Kantar Managing Director, Insights Division Hemant Mehta said, “As you know the explosion in smartphone ownership, availability of affordable data plans and launch of multiple OTT based media options, have resulted in consumers increasingly spending time on their phones and seek their entertainment solutions.”

VTION Founder & CEO Manoj Dawane added: “We want to bring to the market a real-time audience measurement powered by the latest technology. Our partnership with Kantar and our proprietary data management framework, which utilises advanced Machine Learning algorithms, will significantly enhance consumer understanding and add a new layer of intelligence for the industry.”

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