India is a highly fragmented media viewing market, says U.S. audience measurement firm Nielsen

Nielsen, a US-based audience measurement firm, has described India's media viewing market as highly fragmented. This means that Indian viewers are spread across various platforms, making it difficult for advertisers to reach their target audience. The fragmentation of the market is significant because it affects how advertisers can effectively promote their products and services. This in turn impacts the overall advertising industry in India.

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The acquisition of DoubleVerify is expected to provide a single view of audience reach and media quality. This could lead to more accurate audience measurement and better advertising decisions.

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