ipl amazon sizmek: Viacom18 selects Amazon’s Sizmek as third-party ad measurement partner for IPL


Media company Viacom18 has roped in Sizmek by Amazon as a preferred ad measurement partner for the upcoming Indian Premier League (IPL) 2023. In India, Sizmek is represented by its reseller partner Escape Velocity, a Hyderabad-based digital marketing company.

The partnership will help Viacom18’s advertising clients to validate reports of the campaigns that they run on Jio Cinema during the IPL through Sizmek’s measurement protocols for impression & click tracking and geo-location. Jio Cinema, which is now part of Viacom18, will be streaming the IPL 2023 for free.

“It’s a three-way partnership between Viacom18, Sizmek by Amazon, and Escape Velocity for the IPL. We are an official reseller of Sizmek by Amazon in India. We will be the third-party measurement provider to advertisers and agencies for the IPL,” said Escape Velocity CEO Raghu Seelamsetty.

Unlike TV, there is no third-party measurement body in digital, said Seelamsetty. In TV, the Broadcast Audience Research Council is the third-party audience measurement system.

Seelamsetty said Sizmek has a software system to track ad impressions on mobile and Connected TV. “Every time an ad impression is served, our ad server gets called and the impressions get recorded. We measure the number of impressions, number of the times the ad was viewed, and the markets where the ad was viewed,” he added.

Most of Escape Velcoity’s clients are big media-buying agencies. “We are expecting millions of concurrent viewers to watch IPL on Jio Cinema. We need a robust software infrastructure to measure ad impressions. Amazon has built this software on top of AWS,” he stated.

Earlier, Escape Velocity had partnered with Disney+ Hotstar for validating campaign reports during the IPL live streaming. Disney+ Hotstar was the official IPL streamer till 2022.”We partnered with Disney+ Hotstar to measure ad impressions in the previous IPL seasons. We have a history of measuring live events that have large concurrency,” he noted.



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