iWorld
Facebook — expanding measurement to more advertisers
MUMBAI: Facebook has announced its new destination for cross-platform measurement called — advanced measurement. The first two products will focus on reach and attribution.
Advanced Measurement will work for advertisers of all sizes, in addition to serving Facebook’s enterprise clients currently using Atlas measurement solutions. The new tool will make it easier to compare the effectiveness of Facebook, Instagram and Audience Network alongside other publishers.
The tools will soon be available through Business Manager — bringing people-based measurement to more marketers.
The fragmentation of digital media has made it difficult for marketers to get a complete view of audiences across devices. In fact, 82 per cent of marketers say they are constantly searching for new tools to help optimize their cross-device advertising strategies.
Over the past few years, Atlas has brought people-based measurement to some of the largest marketers in the world and has run measurement campaigns with more than 300 of the world’s top advertisers. During this time, we’ve thought about ways to bring the insights from Atlas to more marketers, regardless of their size.
Developing advanced measurement tools
Businesses of all sizes are searching for tools that offer clearer insight into how many people they’ve reached and which publishers deserve credit for the brand or sales outcomes generated from their ads. In September, we began integrating the Atlas team into our broader measurement organization to build the tools to make this possible.
To continue this effort, we’re beginning a test of new advanced measurement tools focused on reach and attribution. These tools, previously offered by Atlas, will soon be available through Facebook Business Manager—bringing people-based measurement to more marketers through Facebook’s easy-to-use interfaces. Advanced measurement will make it easier to compare the effectiveness of Facebook, Instagram and Audience Network alongside other publishers.
Prioritising accessibility for all marketers
FB hopes to make sophisticated measurement—which has historically been expensive and reliant on intense collaboration with digital platforms—more accessible to a wider range of advertisers.
“Consistent and accurate measurement across browsers, devices and platforms is critical to evaluating marketing performance and increasing our client’s ROI,” says Omnicom Media Group’s data technology platform Annalect’s Global CEO Slavi Samardzija. “As an early and ongoing advocate for a ‘cross everything standard’, and the first media agency holding company to test Atlas measurement across clients and geographies, we see the launch of advanced measurement as a significant step toward achieving that goal industrywide.
Over the coming year, FB looks forward to making advanced measurement tools available to more Facebook advertisers around the world. Its advanced measurement solution will become the central destination for people-based, cross-publisher measurement. It would also look to integrate additional measurement tools for performance and brand marketers beneath the advanced measurement umbrella. And, it will start transitioning clients who use its Atlas measurement solutions to its advanced measurement products.
Its goal is to help all businesses understand how their marketing drives value both on and off Facebook. To that end, we’re keeping accessibility and comparability top of mind as it builds out advanced measurement solutions.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
