Digital
MilliporeSigma partners with IAS to drive strong programmatic outcomes
MUMBAI: Integral Ad Science (IAS) has launched an insightful case study in collaboration with MilliporeSigma, the life science business of Merck KGaA, Darmstadt, Germany. The study aimed to demonstrate the effectiveness of IAS’s Total Visibility solution in driving quality path optimisation (QPO) for MilliporeSigma by unlocking premium-quality media, maximising performance, and lowering costs in near real time across programmatic buys.
MilliporeSigma sought to optimise media quality metrics, including brand safety and viewability, to achieve superior campaign outcomes. However, a lack of transparency into where the impressions were served posed a significant challenge in making informed decisions and driving campaign effectiveness.
By leveraging IAS’s post-bid media measurement and its Total Visibility solution, MilliporeSigma achieved holistic financial transparency across its programmatic supply path. It pinpoints exactly where dollars were going and how much of it was being lost to fraud, unsafe brand environments, and unviewable inventory. Through continuous optimisation of domains and placements, MilliporeSigma strategically redirected investments toward high-performing signals, enhanced brand safety, and reduced low-quality impressions, all while aligning with evolving benchmarks and standards.
The campaign launched in May 2024 across channels including desktop, display, tablet, video, and phone:
Results:
53 per cent improvement in Quality Impressions
59 per cent improvement in Viewability
After the campaign ended, we noted a significant improvement in viewability, traffic quality, and cost-effectiveness. Merck Group, paid media lead, digital marketing, Saurav Kumar said, “ I’d like to extend sincere thanks to IAS for their exceptional support and collaboration in helping MilliporeSigma to improve the viewability rate from 50 per cent to an impressive 75 per cent, surpassing the global benchmark. Using Total Visibility has been a game changer that helped increase the Quality Impressions by a massive 53 per cent. This achievement results from IAS’s proactive insights, continuous optimisation recommendations, and a seamless partnership throughout the process. The team’s responsiveness and strategic guidance were key in reaching this milestone. We truly appreciate the commitment to excellence and look forward to continuing this successful collaboration”.
“As programmatic adoption accelerates, brands that prioritise high-quality, viewable, and brand-safe environments along the supply chain are poised to stand out. It brings greater transparency, efficiency, and control to their media buys, while reducing waste and safeguarding brand equity. The IAS and MilliporeSigma collaboration showcases how advanced measurement solutions significantly enhances media performance and deliver meaningful outcomes,” said IAS country manager of India, Saurabh Khattar.
Digital
Maharashtra partners OpenAI, Sarvam AI to boost state’s tech ecosystem
State to set up dedicated AI department and roll out frontier technology policies
MUMBAI: Maharashtra is set to become a primary hub for artificial intelligence following the 2026–27 Budget announcement. chief minister Devendra Fadnavis confirmed that the state has signed letters of intent with global giant OpenAI and national pioneer Sarvam AI to integrate advanced technology into the state’s economic and administrative framework.
The collaboration with OpenAI and Sarvam AI marks a shift towards adopting cutting-edge generative tools for governance. These partnerships, alongside MoUs with IIT Bombay and BharatGen, are designed to create a robust ecosystem for research and innovation. The move signals the state’s intent to bring together global technology leaders and domestic research institutions to accelerate the development and adoption of artificial intelligence across sectors.
Regarding the strategic intent of these alliances, chief minister Fadnavis stated, “With the objective of making the State’s Information Technology and Artificial Intelligence sector dynamic, letters of intent have been signed with globally and nationally reputed institutions like OpenAI and Sarvam AI to facilitate the Information Technology and Artificial Intelligence sector in the state.”
To manage these high-level partnerships and ensure effective implementation, the government is establishing an independent department of electronics, Information technology, and artificial intelligence. The new department will function with a dedicated commissionerate and specialised technical manpower, enabling faster decision-making, improved coordination, and stronger accountability in executing technology-driven initiatives.
The state also plans to introduce special policies aimed at strengthening its position in emerging technology sectors. These policies will focus on advancing Maharashtra as a global hub for frontier technologies such as artificial intelligence, quantum computing, drones, autonomous vehicles, and deep technology.
According to the chief minister, “The state government plans to introduce special policies to develop Maharashtra as a world-class hub for frontier technologies such as Artificial Intelligence, quantum computing, drones, autonomous vehicles and deep technology.”
Artificial intelligence is already being integrated into the state’s governance framework. A collaboration with Microsoft has led to the development of MahaCrimeOS AI, a platform that has reportedly reduced police investigation times by 80 per cent across 23 police stations in Nagpur. The initiative demonstrates how AI-driven tools can significantly enhance law enforcement efficiency and data analysis capabilities.
The government is also working toward building a fully digitised administrative ecosystem. Plans are underway to achieve complete digitisation of land transactions and implement electronic office systems across departments, paving the way for a paperless government. In addition, a pilot project will introduce AI-powered solutions in 75 selected villages to improve infrastructure, governance efficiency, and overall quality of life in rural areas.
To strengthen digital infrastructure and data protection, the state also intends to establish an advanced data centre in Nagpur. This facility will be designed to safeguard sensitive and sovereign information while supporting large-scale digital services and government platforms.
These initiatives form part of Maharashtra’s broader cyber security and digital transformation strategy aligned with the Viksit Maharashtra 2047 vision. By partnering with global and domestic technology leaders such as OpenAI and Sarvam AI, the state aims to build a secure, future-ready digital ecosystem that enhances citizen services, supports innovation, and strengthens India’s position in emerging technologies.
