pure X media

What pure X media does

pure X media is a London-headquartered boutique consultancy specializing exclusively in cross-media audience measurement. The firm delivers two core service lines: strategic consultancy on media measurement systems (covering hybrid measurement, online/digital measurement, TAM/RAM systems, campaign measurement, and first-party/Return Path Data integration) and independent auditing/validation services for cross-media measurement methodologies, panel design, metering technology, data processing, and quality control procedures.

The firm is led by two founding partners, Pushkar Kulkarni and Renata Uhlarikova, each with 20+ years of audience measurement and media research experience, supported by three associates with deep specializations: Dr. Olga Shapran (data science and AI/ML), Ashraf Mohamed (operations across emerging markets), and John Downs (35-year audit veteran who initiated Kantar's internal audit function). The team has prior tenure at Kantar, Nielsen, and other measurement majors, and operates without any proprietary software platform, delivering expertise through human-led consulting engagements.

pure X media serves four customer segments: Joint Industry Committees and trade bodies (tender oversight and auditing), media owners and publishers (audience measurement strategy and acquisition evaluation), government and regulatory bodies (national measurement infrastructure), and brand owners and media agencies (collaboration on presentations and pitches). Revenue is generated entirely through professional service fees on custom consulting engagements, typically multi-year in duration, with projects spanning tender process management, implementation oversight, auditing, and analysis services across Europe, the Middle East, Africa, and Asia-Pacific. Client logos include CIM Belgium, TV NOVA Czechia, Starlight Media Ukraine, MARSA Azerbaijan, Screenforce Finland and Netherlands, ATO Czechia, NTRC Azerbaijan, and Happy TV Serbia.

Name

pure X media

Legal name

pure X media

Website

https://purexmedia.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

pure X media is a London-based boutique consultancy providing strategic advisory and independent auditing on cross-media audience measurement systems for JICs, media owners, government bodies, and brand owners across Europe, the Middle East, Africa, and Asia-Pacific.

Ownership category

akta.pro rank

Headquarters

HQ city

City Of London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Strategic Consultancy Services: Provides strategic inputs to JICs, media owners, government bodies, and brand owners on cross-media measurement. Engagements include consulting on tender processes, project management, implementation support, and auditing services. Revenue generated through professional service fees for custom consulting engagements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Pure X Media provides strategic consultancy and independent auditing services to JICs, media owners, government bodies, and brand owners on cross-media audience measurement. Its offerings include advisory on hybrid, digital, TAM/RAM, and campaign measurement; full management of tender processes (RFP/RFI drafting, vendor evaluation, project management, KPI evaluation); analysis, insights, and interpretation for media evaluation and programming; and end-to-end audits of measurement methodologies, panel design, metering, data modelling, and data processing. Services are delivered as bespoke consulting engagements rather than packaged products.

Product overview

pure X media is a consultancy firm offering two core service areas: Consultancy Services and Auditing Services. Consultancy Services provide strategic guidance on media measurement systems (hybrid, digital, TAM/RAM, campaign measurement), oversight of tender processes, and analysis/insights generation. Auditing Services deliver independent validation of audience measurement methodologies and end-to-end system audits. The firm specializes exclusively in cross-media measurement consulting for JICs, media owners, government bodies, and brand owners across multiple global markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Consultancy Services Strategic consultancy on cross-media measurement systems for JICs, media owners, government bodies, and brand owners. Covers hybrid measurement, online/digital measurement, TAM/RAM systems, campaign measurement, and integration of first-party data and Return Path Data. Includes management of major tender processes (RFP/RFI drafting, vendor assessment, project management, implementation, KPI evaluation) and analysis, insights, and interpretation services such as media evaluation, big data/metadata analytics, desk research, and programming research/scheduling.
• Auditing Services Independent audits and validation of audience measurement services and methodologies, including end-to-end audits of cross-media measurement systems. Covers auditing and validation of cross-media methodologies, data modelling techniques, panel design, metering technology, panel management, data collection, processing, delivery, and quality control procedures.

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Ipsos is a global market research and audience measurement firm operating across multiple geographies. As a broader incumbent with overlapping media research capabilities, Ipsos competes for cross-media measurement and audit mandates that pure X media also targets.
• Nielsen: Nielsen is the global incumbent in TV and cross-platform audience measurement, with national currencies in many markets. Renata's prior Nielsen experience and pure X media's auditing-of-Kantar-and-Nielsen methodologies make Nielsen both a reference point and a competitor for measurement-system mandates.
• GfK (now NIQ, NielsenIQ): GfK / NielsenIQ operates consumer and media research capabilities across many of the same emerging markets pure X media serves. As a broad incumbent with established local presence, it represents both a potential competitor for JIC mandates and a partner for sub-contracted work.

Regional players

• Numeris (Canada): Numeris operates Canada's national television and cross-platform audience measurement currency. Comparable as a JIC-style measurement organization that pure X media could audit or advise on cross-media expansion, complementing the firm's footprint in European and emerging-market tenders.
• Mediapulse: Mediapulse is the Swiss audience measurement JIC. Comparable as a national measurement body in continental Europe that pure X media may audit or consult to, complementing the firm's portfolio of JIC clients in Belgium, Czechia, Finland, and the Netherlands.
• Médiamétrie: Médiamétrie operates the French national TV audience measurement currency and is expanding into cross-media measurement. Comparable as a JIC-style measurement operator that pure X media might audit or advise, with geographic complementarity (France vs. pure X media's emerging-market focus).
• TAM Ireland (Television Audience Measurement Ireland): TAM Ireland is a national JIC for television audience measurement. Comparable as the type of institutional client and measurement tender that pure X media supports, with geographic complementarity to the firm's continental European and emerging-market focus.

Direct peers

• RSMB (Research and Standards in Media and Broadcasting): RSMB is a UK-based independent consultancy specializing in auditing and quality assurance of broadcast audience measurement, directly comparable to pure X media's auditing services. Both serve as independent technical auditors for JICs and broadcasters in the same niche.
• BARB (Broadcasters' Audience Research Board): BARB is the UK JIC for television audience measurement. Pure X media's associate Dr. Shapran previously worked with BARB at Kantar; BARB represents the type of institutional client pure X media serves, and its tender processes are part of the firm's addressable opportunity.
• Kantar Media Audiences: Kantar's audience measurement division operates national TV and cross-media measurement currencies globally (BARB UK, Mediapulse Switzerland, etc.). Pure X media's founders and associates are Kantar alumni, and the firm directly competes for auditing and tender-process mandates that Kantar would otherwise capture.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about pure X media