Dubai Media City will host a workshop titled ‘Anywhere, Anytime Media Measurement’, to highlight the latest developments in media evaluation and its role in the regional industry.

Organized in partnership with The Nielsen Company, a leading market research and media measurement company, the one-day seminar to be held on October 21, will offer the region’s key advertisers, media buyers and owners an insight into the latest tools and solutions for media measurement.

'Media measurement plays a crucial role in market research and trend analysis and the workshop comes at a time when the regional industry is registering an unprecedented growth phase,' stated Mohamed Almulla, executive director, Dubai Media City.

'We strongly believe the Middle East’s media industry has come of age and is therefore well positioned to launch world class services, such as advanced media measurement techniques,' added Piyush Mathur, regional managing director, The Nielsen Company.-TradeArabia News Service