ISA closely studying cross-media measurement models from other countries: Sunil Kataria

Sunil Kataria, President of the Indian Society of Advertisers (ISA), shares insights on cross-media measurement, AI adoption, and industry challenges in this exclusive conversation. 

He discusses the slow but steady progress of cross-media measurement in India, the need for alignment among stakeholders, and global learnings from WFA pilots. 

Kataria also reflects on key takeaways from the ISA CEO Conference, emphasising that AI is no longer optional but a necessity. He highlights the importance of responsible AI implementation and the need for a fresh playbook for AI: 

Excerpts: 

Q: Cross-media measurement has been a key discussion point in the Indian media and advertising industry. You have also spoken about it many times in your eight terms as ISA president. ISA had even formed a committee for cross-media measurement about two years ago. Where do you stand now? 

It’s a work in progress. All stakeholders in India agree that we need to move towards it, but achieving a common currency is complex and requires piloting and experimentation. 

Q: Cross media measurement solutions have already been rolled out in the US and Europe last year. What are the roadblocks here? 

In other markets, multiple pilots are at different stages, but no full implementation has happened. Globally, no one has fully cracked it. It takes time for all stakeholders to align and create a concrete roadmap.

Q: Has ISA been studying the models adopted by the US and Europe on a pilot basis?

Yes, through the World Federation of Advertisers (WFA), our media forum committee has been closely studying models from other countries. We get regular updates on global pilots, which helps us learn and adapt for India.

Q: Have you set up any timeframe to finish those studies and launch a pilot tool in India?

There is no fixed timeline because other markets are also at different stages of implementation. However, these global insights will be valuable when India moves forward with its own framework.

Q: India does not have connected TV measurement yet, by neither BARC nor Comscore, even though they initiated the process a year ago. As the ISA chief, do you think it should be prioritised?

Connected TV is just one part of the larger cross-media measurement system. You can’t isolate it—any measurement framework must cover the overall ecosystem.

Q: Measurement remains a challenge in India across media—TV, print, outdoor. How do you see this evolving?

Measurement is a global challenge. Every country struggles with aligning multiple stakeholders and developing the right technology framework.

Cross-media measurement is complex, and while India is making progress, we are still some time away from full implementation.

Q: What are your views on ISEC, the new household classification system launched by MRSI a year ago?

ISEC is currently under study by BARC. I cannot comment on behalf of BARC, but I understand that multiple stakeholders are evaluating it.

Q: The IRS (Indian Readership Survey) has been stuck since 2019. Any updates?

I am not fully updated on the IRS at the moment, so I would need to check the data before commenting.

Q: ISA introduced media charters two years ago. How effective have they been?

The media charters were a significant step because they were built collaboratively with advertisers, agencies, and publishers. Five subcommittees worked on key focus areas to define best practices.

The next step is adoption—advertisers need to embed these principles in their organisations. We plan to hold refresher sessions, webinars, and outreach programs to help advertisers implement them effectively.

Q: The ISA media playbook recommended advertisers audit agencies and their vendors. Have advertisers begun those audits?

ISA is an advisory body, not a regulatory one. We provide recommendations, but implementation depends on individual advertisers. We do not interfere in media negotiations or commercial terms between advertisers and media partners.

Q: Are you planning to update the media playbooks?

The playbooks are still recent (8-10 months old), so our priority is ensuring their effective adoption before adding updates. AI may eventually require a separate playbook.

Q: Any final thoughts on the future of advertising in India?

The advertising industry is evolving rapidly. At ISA, our focus is on ensuring that advertisers stay ahead of the curve—whether in AI, media transparency, measurement, or ethical practices.

The next few years will be transformative, and collaboration among stakeholders will be key to shaping the future.

Q: What were the objectives behind the ISA CEO conference, and do you think they were achieved?

The ISA CEO Conference is a marquee event held once every two years. Our goal is to pick a contextual theme—either a challenge or an opportunity—for the larger advertiser ecosystem.

This year, AI was chosen because it is one of the most disruptive themes today. The focus was to get insights from practitioners—not just technology experts but also advertisers, CPG companies, automotives, and large conglomerates—to understand how AI is evolving.

I believe we achieved this, as the discussions were thought-provoking and insightful.

Q: What are three key takeaways from the conference?

Firstly, AI is not an option; it is an imperative. Every business must start engaging with it. The technology is still evolving, but doing nothing about AI is not an option.

Secondly, investing in AI for long-term scaling is crucial. Without long-term commitment, it risks becoming just a trend or a few experiments.

Thirdly, AI must be handled responsibly and ethically. Data privacy, compliance, and ethical implementation are key concerns. Organisations need strong guardrails to ensure responsible AI deployment.