Dr Bikramjit Chaudhuri to join as the new Chief of Measurement Science & Analytics, BARC India
17 May 2024; Mumbai, India – Broadcast Audience Research Council (BARC) India has announced the appointment of Dr Bikramjit Chaudhuri as its new Chief of Measurement Science & Analytics. He will succeed Dr Derrick Gray, a veteran Audience Measurement and Advanced Analytics executive, who has been a well-respected member of the BARC India family for six incredible years.
Dr Bikramjit Chaudhuri (Bikram) is a Ph.D. from IIT Bombay and holds a Master of Statistics degree from the Indian Statistical Institute, Delhi. He comes in with a rich experience spanning over three decades in the areas of Statistics, Stochastic Modelling, Market Measurement, Consumer Segmentation, AI & ML, Demand Forecasting and Big Data Analytics. He has several research papers, publications, and patents in these aspects under his belt.
Bikram is currently associated with the Datamatics Group of Companies as the Global Head of Data Science & Advanced Analytics, since 2016. Prior to Datamatics, Bikram has held multiple leadership roles, and has led large teams of senior talent across levels at KPMG, Nielsen and ZS Associates.
Sharing his enthusiasm, Bikram said, “I am excited to join BARC India as the Chief of Measurement Science & Analytics. It will be an absolute honour and privilege to be a part of a multitalented and versatile team that runs the largest Audience Measurement system in the world, in one of the most complex multimedia markets. I am looking forward to leveraging my deep expertise and diverse experience to further evolve the current measurement system to meet the growing needs of the industry. Looking forward to an exhilarating journey and a fulfilling association with BARC India.”
Nakul Chopra, Chief Executive Officer, BARC India, said, “Derrick has been a wonderful partner, a mentor and a friend to numerous individuals and industry peers. We congratulate him as he embraces his next adventure and wish him nothing but the absolute best. In his stead, I’m happy to welcome Bikram to the BARC India family. He brings deep knowledge and rich expertise in Big Data, Research and Business Intelligence. I’m confident that with his strategic vision and passion for excellence, he will not only uphold the legacy Derrick leaves us with, but also help navigate our future in this fast-evolving environment.”
About BARC India
BARC India is a statistical and measurement science company which is ‘Of the Industry, By the Industry and For the Industry’.
The company is registered with the Ministry of Information & Broadcasting (MIB) as a self-regulated, not-for-profit Joint Industry Body (JIB) that provides the most authentic audience estimates of What India Watches, to Broadcasters, Advertisers and Advertising Agencies. The Big Data driven insights generated by BARC India, is built upon a robust and future-ready technology backbone which powers efficient media spends and content decisions in a highly dynamic and growing broadcasting sector.
Commencing operations in 2015, today BARC manages the world’s largest and most diverse TV measurement system covering approximately 2,57,000+ individuals in 57,000+ households, in 522+ districts covering over 5200+ towns and villages, across India which is adequately representative of India’s TV viewing microcosm.
VideoAmp Introduces Commingled ID Solutions for Cookie-less Future
VideoAmp has introduced its proprietary commingled identity (ID) solution. It combines top-notch identity assets from several providers into a single graph. It gives content creators and advertisers more confidence that their targeted demographics and advanced audiences are being reached across all platforms. The solution, which is currently available to users of VideoAmp measurement software, is made to maximize accuracy and scalability in reaching sophisticated audiences and targeted demographics across platforms.
VideoAmp’s Commingled ID Solutions
VideoAmp uses clean room technology to safely consume high-quality identifiers like hashed emails, signed-in users, IP addresses, and device IDs in a way that never exposes customers’ personal identifiers to VideoAmp, its partners, or clients. This is VideoAmp’s solution to a future without cookies while maintaining user privacy. With the help of first-party data, VideoAmp’s ID graph supports advanced targeting and gives clients a complete platform-wide solution for connecting and interacting with their most valuable audiences. In comparison to a solution from a single provider alone, it also demonstrates average measurement match rate increases of 79% for pixels and 60% for clean rooms. Although VideoAmp is not the first tech company working with advanced currencies to offer a commingled ID graph, it is purportedly the first measurement company to do so.
Google’s ban on third-party cookies
Google’s impending permanent ban on ID cookies will occur after the majority of the marketing ecosystem has moved on. Ultimately, advertisers have been compelled by necessity to come up with alternate methods for locating (and monitoring) customers who are most likely to purchase their goods or services. A more recent option in the video space comes from the measurement company VideoAmp. Its cleanroom technology now allows different ID sets to be commingled.
Read More: Disney+ Introduces First-Party Audience Targeting, Programmatic Buying Via PMP
Core Benefits
VideoAmp’s commingled ID solution offers the following main advantages:
Enhanced precision and scale
When compared to a solution based solely on one provider, VideoAmp’s proprietary fusion of identity assets heightens both accuracy and scale. Furthermore, it demonstrates average measurement match rate increases of 79% on pixels and 60% for clean rooms.
Unified Audience View
Throughout the journey, VideoAmp’s ID Graph will serve as a single, reliable source of information. It will deliver a consistent image of audiences.
Future-Proof Design
VideoAmp’s ID Graph supports high-quality identifiers through its data clean room, and it is designed with privacy in mind.
Universal Interoperability
With universal interoperability, major identity providers are designed to work with it.
Commingled ID for data assets
The measurement ethos of VideoAmp is to commingle data assets. It will provide higher levels of precision, efficiency, and accuracy than could be possible from separate data sources. One of the first companies to integrate big data was VideoAmp. It developed and refined the process of fusing Set-Top-Box and Smart TV. This resulted in one of the most extensive and reliable datasets available today. The company has experienced tremendous momentum in its adoption as a media currency among publishers and advertisers. This is because VideoAmp’s measurement solutions are accurate and are now supported by the best identity solution in the industry.
Here’s what they said
Megan Pagliuca, Omnicom Media Group North America’s Chief Activation Officer said,
The capability to directly match our census-level Omni ID with VideoAmp’s new commingled identity solution, will deliver better scale and more accurate plans for our clients by improving match rates with our partners on advanced audiences. OMG’s clients will now be able to dive deeper, beyond demographics, with some of the most premium content producers in the world, enabling them to deliver more relevant ads to the right consumers.
VideoAmp’s Chief Technology Officer, Tony Fagan stated,
Every use case for advertising measurement and currency today hinges on identity as the lynchpin for quality, accuracy, and effectiveness. With the advancements and speed of innovation in this space, we wanted to implement an identity solution that not only keeps up, but sets a new standard for targeting and precision. The better we get at identity, the better we get at everything. We didn’t find a solution that accounted for the gaps and discrepancies we were seeing, so we created one. The launch of our commingled identity solution means more impressions delivered to advertisers’ intended audiences, so they can deliver better ROI.
Read More: Dentsu Pioneers Audience Acquisition with VideoAmp Partnership