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Nielsen acquires video analytics firm GlanceGuide
MUMBAI: US media research company Nielsen has announced the acquisition of GlanceGuide, a video analytics and technology company in California.
GlanceGuide’s advanced analytics capabilities have been immediately integrated into Nielsen’s online video measurement tools to deliver more actionable daily insights to media publishers, agencies and advertisers.
GlanceGuide’s technology provides insights into how consumers interact with the video they watch online. The acquisition of GlanceGuide enables Nielsen to provide its global clients new and critical business intelligence. This offering introduces a new and powerful Nielsen metric to the online video advertising industry– the attentiveness score— which aggregates key variables like viewing duration, video visibility, and audio volume to provide a composite ‘score’ for a piece of video content or advertising.
This acquisition also comes on the heels of Nielsen’s recent announcement in the US to provide clients, through its Extended Screen initiative, with the ability to see how the same piece of content performed on TV versus how it performed online.
In 2009, in response to global client feedback, Nielsen selected GlanceGuide as the technology partner to help streamline the video data collection process. The integration between Nielsen and GlanceGuide provided clients with a single technology solution that enables audience measurement, advertising effectiveness research, and robust analytics and optimization.
When combined with new demographic insights, the newly integrated solution enables media companies and advertisers to understand how different groups of consumers respond to online video and advertising, which in turn can feed into media sales & advertising optimisation efforts.
Nielsen senior VP of online product leadership Dave Osborn said, “Nielsen is fully committed to providing our clients with actionable, comprehensive and immediate insights about online video consumption. GlanceGuide is a leader and innovator in video technology and analytics, so this was a natural and exciting extension of Nielsen’s current offerings to the advertising community.”
GlanceGuide co-founders Indra Mohan and Desikan Jagannathan added, “This is truly a match where the sum is much greater than the parts. Our integration with Nielsen will enable media clients to better sell their audience, while providing marketers with the tools to improve the effectiveness of their advertising.”
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
