AI, Audience Measurement & Media’s Future with Nielsen CEO Karthik Rao

In this episode of Next in Media, Mike Shields interviews Karthik Rao, the CEO of Nielsen, about the company's transformation and volatile year. Rao discusses Nielsen's shift towards big data and AI to address the increasing fragmentation in media consumption, including streaming and the rise of content creators. He addresses challenges such as cultural changes within the company, the need for methodological alignment across the industry, and managing client expectations. They also discuss the "currency wars" in media measurement, Nielsen's role in planning and activation beyond just ratings, and the potential of AI to bridge the gap between linear and digital TV buying. Rao also shares insights on the growth of YouTube on TV screens and Nielsen's plans to better account for creators in the media ecosystem, as well as the company's approach to podcast measurement.