Getting More Bang for Big-Data Bucks

In TV land these days, it’s a case of “data, data everywhere, but not an ROI in sight.” We already know that TV viewing data can be purchased from leading data providers in the industry, and now some big guns like Comcast and TiVo have promised to open up their treasure troves as well. With millions of homes of daily TV viewing now at our fingertips, gone are the days when one could say TV is data-poor and CPM-rich. In an industry where there is pent up demand for more transparency in ad performance, though, TV data comes at a huge premium. While conventional wisdom may suggest more is always better, a hefty premium imposes financial constraints on how much data one can buy. This is a real hurdle as…


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