Do we risk the creation of a walled garden in TV media measurement? The advancement of both big data and niche data sets into the media ecosystem has been both a boon and a challenge for the industry. Targeted and segmented data sets enable content producers and advertisers to better ascertain the value of their inventories and send effective messaging to consumers.
But these data sets are not without their challenges. It’s becoming
increasingly difficult to merge data results for post analysis because
of data and metric uniqueness and data duplication.
Read about the challenges and the solutions here.