iWorld
Nielsen, Experian expand agreement to enhance identity demographics
Mumbai: Nielsen and Experian have announced an expanded strategic initiative to enhance identity data in the United States for digital measurement of the open web. Experian marketing data assets will enhance the Nielsen Identity System by providing persistent IDs for open web measurement, increasing coverage and interoperability by supporting audience measurement across screens and devices that are consistent and comparable.
Forthcoming cookie deprecation is fundamentally changing the advertising ecosystem. Combined with the deterioration of other digital identifiers, there’s greater emphasis on people-first measurement approaches to accurately count and deduplicate audiences across platforms as well as report on a person’s characteristics, thus addressing advertising waste and fraud.
Integrating Experian marketing data assets into the Nielsen ID System will further strengthen Nielsen’s ability to match person-level data to devices, increasing the scale and accuracy of demographic distribution for reported impressions for Nielsen’s Audience Measurement and Outcomes products.
Advertisers and publishers can use Nielsen Digital Ad Ratings (DAR) with more confidence knowing the solution leverages a variety of best-in-class data sources that are aimed towards appropriately assigning and deduplicating audience demographics across devices, content and ad exposure. This initiative builds on the two companies’ longstanding relationship where Nielsen is already leveraging demographic data from Experian in Connected TV DAR services.
As part of the Nielsen ID System, the Nielsen ID Graph links billions of first and third party signals which are calibrated against, and validated by, Nielsen’s people-based panels and truth sets. This joint initiative will further position Nielsen to scale its ID Resolution System and deliver deduplicated audiences across linear and digital platforms as part of NielsenOne, its cross-media measurement solution.
“This expanded agreement with Experian immediately enriches Nielsen’s Identity System in the US, and showcases our commitment to independent measurement and marketplace interoperability,” said Nielsen chief data and research officer Mainak Mazumdar. “This is an important milestone as we continue to evolve our technologies and methodologies as we move toward NielsenOne, underpinning a strong digital measurement capability which helps with the vision of a true cross-platform that measures across all screens.”
“Experian’s goal is to enable privacy-forward identity in the marketing ecosystem, helping brands build smarter audience strategies and powering more robust cross-platform measurement,” said Experian Marketing Services SVP – strategy and partnerships Aimee Irwin. “We are excited to expand our longstanding strategic partnership with Nielsen, bringing addressability at scale through connectivity and interoperability across the ever evolving identity landscape.”
iWorld
Prime Video drops trailer for Lukkhe, a rap crime drama starring KING in his acting debut
Eight episodes of revenge, redemption and hard-hitting rap arrive on the streaming platform on 8th May
MUMBAI: Prime Video has unveiled the trailer for Lukkhe, an eight-episode musical action drama built around the world of rap, crime and bruised relationships — and it has done so in suitably loud fashion, launching it at a live concert in Mumbai featuring electrifying performances by KING, Amira Gill, Akshath, Raashii Khanna, Ruaa Kayy and RUTVXK. As if that were not enough, the show’s music album was also dropped at the event, in collaboration with exclusive music streaming partner Amazon Music and music label Warner Music India.
The series is directed by Himank Gaur and produced by Vipul D. Shah and Rajesh Bahl under the banners of Optimystix Entertainment and White Guerrilla LLP. It is created and executive produced by Agrim Joshi and Debojit Das Purkayastha.
The cast is the talking point. KING, the acclaimed Indian rapper and songwriter, makes his acting debut as MC Badnaam, a performer consumed by rivalry and hunger for recognition. Raashii Khanna, returning to Prime Video after Farzi, plays Gurbani. Palak Tiwari, making her streaming debut, plays Sanober. Lakshvir Singh Saran plays Lucky. The ensemble also includes Nakul Roshan Sahdev, Kritika Bharadwaj, Shivankit Parihar, Yograj Singh and Ayesha Raza Mishra in pivotal roles.
The trailer plants its flag squarely in the tension between MC Badnaam and his rival MC OG, played by Parihar, while threading in the love story between Lucky and Sanober. The soundtrack, which spans hard-hitting rap anthems to emotionally charged melodies, is as much a character in the show as any of its leads.
Gaur was candid about what drew him to the project. “Lukkhe gave me a chance to dive into a world that’s loud, emotional, and constantly on edge,” he said. “What stayed with me was how every character is chasing something personal, and music becomes their way of expressing it. Working with this cast, especially KING in his debut, along with Raashii, Lakshvir, and Palak, was incredibly rewarding because they brought honesty that elevated every moment.”
Khanna reflected on her character with evident relish. “Playing Gurbani in Lukkhe was a really intense and fulfilling experience,” she said. “What I found most interesting was how her strength comes from something deeply personal, which shapes every decision she makes. It was about finding that balance between vulnerability and grit.”
KING, stepping in front of the camera for the first time, was characteristically direct. “Stepping into Lukkhe as MC Badnaam has been a defining moment for me,” he said. “What drew me in was how real his hunger and need to be heard felt. It’s something I connect with as an artist. Bringing music into his journey made the experience even more personal.”
Tiwari described the role as a first on multiple fronts. “It was my first time working with Prime Video, and the whole experience felt new and creatively satisfying,” she said. “Being part of a story that has both intense and heartfelt moments, along with a team that brought so much honesty to it, made this journey truly memorable.”
Saran, for his part, zeroed in on what made Lucky tick. “Lucky is someone who’s trying to move forward while still carrying the weight of his past, and that push-pull made him really interesting to explore,” he said. “There’s a sincerity to his journey that I hope people connect with.”
Lukkhe premieres on Prime Video in Hindi on 8th May, across India and in more than 240 countries and territories worldwide. In a streaming landscape drowning in crime dramas, this one is betting that putting a rapper at its centre – and meaning it – is enough to cut through the noise. On the evidence of the trailer, it might just be right.
