With AI, new data strategies, Nielsen takes on disruption

Nielsen, which has been perceived as a measurement firm, is now actively looking to shift its identity

- Gaurav Laghate

In an era where media consumption is more fragmented than ever, Nielsen, a firm that has long been synonymous with audience measurement, finds itself in a race to keep up. Karthik Rao, chief executive of Nielsen, acknowledges the reality check: "The revelation was not about the media landscape—it was about what we need to do to keep pace and get ahead. The velocity to keep up is probably the single biggest challenge."