e-commerce
Nielsen audience data hits Amazon Ads ecosystem
NEW YORK: Nielsen has plugged its prized audience segments into Amazon’s advertising machine, firing up a fresh race for precision targeting across one of the world’s most powerful retail media networks. The global measurement giant has rolled out its Nielsen Marketing Cloud datasets across Amazon DSP and Amazon Marketing Cloud in India, giving brands a sharper aim at consumers and a smoother path from insight to activation.
The timing is aggressive. Marketers are demanding proof that every ad rupee works harder, and Amazon’s closed-loop shopper environment offers the fastest feedback in town. Access to Nielsen’s segments means advertisers can now target by real-world behaviours that stretch from shopping baskets and video habits to device usage and household demographics.
Through Zeotap Data Distribution, agencies and brands can activate campaigns using Amazon’s rich first-party supply including Prime Video, Twitch, Freevee, Fire TV and Alexa, along with third-party inventory. Inside Amazon Marketing Cloud, they can analyse and refine using Nielsen’s premium, privacy-safe data in a secure clean-room set-up.
Kirsten Cummings, general manager, outcomes at Nielsen, said the partnership boosts marketers’ ability to lift ROI with the industry’s most trusted datasets and person-level panels. Vishal Tanwar, vice-president, partnerships at Zeotap Data, called the move a major stride towards building and distributing highly effective global audiences at scale.
The pitch is simple: more accurate data, less wasted media and outcomes that brands can see almost instantly. As retail media networks surge and traditional cookies crumble, this tie-up puts Nielsen squarely at the centre of media planning’s newest power shift.
Marketers now have a sharper weapon in the battle for attention. If it fires as promised, this could be the start of a fresh fight for data supremacy — and nobody wants to be left aiming in the dark.
e-commerce
Flipkart rolls out 105 per cent bonus for 20,000 employees
Strong FY25 performance drives payouts even as layoffs and shifts unfold.
MUMBAI: In a year where belts were tightened and rewards loosened, Flipkart seems to be playing both offence and defence trimming roles on one hand while handing out a generous 105 per cent bonus on the other. The Walmart owned e commerce major has rolled out a 105 per cent bonus payout for 2025, covering nearly 20,000 employees, signalling a year of steady operational momentum even as the company navigates restructuring pressures. The payout, communicated internally by chief human resources officer Seema Nair, is tied to performance across key metrics including growth, operational efficiency, financial outcomes and people indicators, a combination that suggests the company is inching closer to its long stated goal of sustainable profitability.
Employees at SD level and below are set to receive their bonuses in March, while payouts for senior leadership, including vice presidents and senior vice presidents, will follow after the close of the performance cycle. The elevated 105 per cent multiplier stands out in a sector where cautious payouts have increasingly become the norm, pointing to what appears to be a relatively strong internal scorecard for FY25.
Yet, the announcement arrives with a noticeable contrast. Earlier this year, Flipkart reduced its workforce by around 300 roles as part of its annual performance review process. While officially framed as performance driven, the juxtaposition of layoffs alongside above target bonuses reflects a more nuanced balancing act, one that prioritises cost discipline while continuing to reward and retain high performing talent.
This dual approach is becoming increasingly common across the technology and e commerce landscape, where companies are navigating an uneven hiring environment while under pressure to deliver profitability. Rewarding top contributors, even amid selective workforce reductions, allows firms to maintain morale and retain critical talent without losing sight of financial prudence.
At the same time, Flipkart is also undergoing leadership shifts that hint at a broader strategic recalibration. Nishant Verman has been appointed senior vice president for corporate development and partnerships, while group chief financial officer Sriram Venkataraman is set to step down. Ravi Iyer will take on expanded responsibilities within the finance function, marking a reshuffle at the top as the company gears up for its next phase.
These changes come amid reports that Flipkart is planning to shift its holding structure back to India, a move widely interpreted as groundwork for a potential public listing. While timelines remain fluid, the combination of stronger financial discipline, leadership restructuring and employee incentivisation suggests a company preparing itself for greater scrutiny and scale.
For employees, the 105 per cent payout offers a welcome boost in what has otherwise been a period of adjustment. For Flipkart, it is a signal that even as it cuts where necessary, it is willing to spend where it counts. In the high stakes game of growth versus profitability, the company appears to be hedging its bets carefully, rewarding performance while reshaping itself for what could be its most defining chapter yet.
