Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.
The growth of the influencer market is incredibly complex, with influencers at every different level. The key to success is choosing the best roster of personalities and maximising the effectiveness of this roster.
Now is the time for marketers to prepare for a world without third-party cookies if they want to be able to outperform their competitors.
The dramatic rise in global CTV adoption, accelerated by the pandemic, has ushered in new commercial models that are fragmenting the landscape in much the same way that the myriad viewing options are.
As the cornerstone of many living rooms around the world, the TV set remains a fixture for media consumption. That consumption, however, looks much different than it did a few years ago.
The pandemic is far from over, and we will feel its effects for years to come, but the resilient media industry is bouncing back, with certain constituents pulling out ahead of others.
After 50 years of female athletes pushing for more opportunity, the Olympic games are the biggest platform for gender equality in global sports, and the audiences are just as even.
The Olympics features men and women competing in the same events for medals of equal importance. And broadcasters and sponsors don’t differentiate.
With the right measurement and creative thinking, marketers can ensure their tactics map to specific objectives that move their business forward.
It’s never been so important for advertisers to have access to comprehensive, comparable cross-platform audience measurement to help them make informed decisions on how to efficiently reach and engage with their consumers.