Challenges Of Measurement In The Digital Age

Media research has been roiled the past few weeks by a number of interesting developments. New technologies have emerged, along with new floods of data, all with the aim of more closely targeting ad messages to consumers. Pete Doe, chief research officer at programmatic sales platform clypd and former SVP of data science at Nielsen, talks about the future of measurement, how research has changed in recent years, and how the Rentrak-comScore deal could push Nielsen.