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BARC India to host sessions at Zee Melt 2016

MUMBAI: Kyoorius is gearing for the second edition of Zee Melt. The two-day event will be held from 26 to 27 August at Pullman and Novotel, Aerocity, New Delhi.

Melt is a festival of creativity and innovation at the convergence of advertising, digital, media, marketing and emerging technology. It will see a host of sessions, workshops, conferences, expo area and more across several parallel sessions for different audiences based on four pillars—learning, networking, showcase and celebration.

Of the host of sessions, BARC India, the media measurement company in India, will be hosting sessions on two trending topics: ‘Understanding Viewability In Today’s Digital Era’ and ‘Role of Big Data Sets in Driving Ad Effectiveness’.

The session on ‘Understanding Viewability In Today’s Digital Era’ will focus on understanding the current global standard metrics being used in digital measurement with respect to ad effectiveness, ad viewability and digital ROI. The speaker line-up includes Integral Ad Science VP, product management Brian Murphy, comScore senior VP, strategic partnerships Paul Goode, Moat Business Lead of India Guy Barbier and BARC India CEO Partho Dasgupta.

The second session named ‘Role of Big Data Sets in Driving Ad Effectiveness’ will look at the new tool named ‘big data’ being used by broadcasters, agencies and advertisers to understand their audiences better. The session, featuring GfK global head POS analytics and integrated market intelligence Bjoern Kroog, Mastercard Advisors India SVP of services Sukanyya Misra, and BARC India chief business officer Romil Ramgarhia, aims at understanding its importance in arriving at marketing decisions backed by big data.

“While ad viewability and big data are currently the two most talked-about topics, the understanding on them are still limited. Through the sessions, we are aiming at informing and educating audiences on their importance and also give a world view,” said Dasgupta.