The partnership will aim to create new benchmarks for campaign measurement on the platform, with a data pipeline formed by Nielsen to measure campaign effectiveness on JioHotstar properties.

The agreement will see metrics accessible through the Nielsen One digital advertising ratings dashboard, providing insights on areas such as impressions, clicks, campaign reach and on-target reach.

Arnaud Frade, president, (commercial), Asia, at Nielsen, said: “Our collaboration with JioHotstar not only reinforces our role as a preferred partner in the Indian media ecosystem but also enables us to address long-standing industry challenges.

“Together, we are shaping the future of India’s rapidly evolving media landscape, helping advertisers to make more informed and data-driven decisions that should ultimately drive better outcomes in a dynamic digital environment.”

Ishan Chatterjee, chief business officer, sports revenue, SMB & creator at JioStar, added: “Through our association with Nielsen, we aim to redefine how advertising on digital/OTT is measured and delivered across India’s most iconic entertainment and sports properties.

“As one of the largest streaming platforms in the country, JioHotstar is committed to providing advertisers with cutting-edge solutions that enhance transparency and precision.”