Applications
Nielsen, Invidi Technologies in deal for measuring TV ads
MUMBAI: US media research firm Nielsen and Invidi Technologies have announced a multi-year agreement to share data and explore ways to measure personalized television ads targeted at specific viewers. As part of the non-exclusive agreement, Nielsen will provide Invidi with demographic data that will enable Invidi to refine and improve its advanced software engine – called Advatar– to track ‘addressable‘ advertising. Addressable or ‘targetted‘ advertising allows digital television providers to simultaneously deliver different ads to specific groups or even individuals based on their demographics, buying habits or personal preferences. Invidi Technologies develops software applications that track targetted advertising. The two companies will explore ways to use their respective core competencies and seek ongoing input from clients to develop new and enhanced metrics for measuring advanced advertising. Invidi Technologies’ COO, CTO Bruce J. Anderson says, “This relationship presents an enormous opportunity for both companies and the advertising industry across a wide array of real time and time-shifted media. “As Nielsen moves into measuring many new areas of usage, Invidi can provide an incomparable range of behavioral insights and targeting intelligence around addressable, targeted television advertising.” Nielsen senior VP media product leadership Scott Brown says, “Nielsen is anxious to create metrics for measuring targeted advertising, and this agreement with Invidi is an important step forward. “The new digital landscape is changing the way advertising is placed. Working with the industry, we expect to discover more effective ways to measure and confirm advertising success, which is increasingly critical to the needs of both ad buyers and sellers.” Invidi’s software-based tools and systems – Advatar – is a scalable, enterprise-level headend or digital set-top box application that delivers addressable targeted advertising and marketing messages to individual viewer demographics with exact reach, frequency and separation.
This year Nielsen has introduced services that expand its ability to accurately measure consumer engagement with digital media, including standardised ratings of television commercials that enable clients to gauge the impact on commercial viewing of digital video recorders (DVRs) and other “time-shifting” technologies. The company also launched Nielsen DigitalPlus to work with set top box data from cable system operators and satellite providers to create new insights and services for clients by integrating set top box data with other Nielsen information.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
