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TV’s shift to streaming has allowed the industry to collect a vast amount of data, and that in turn has turned out to be both a blessing and a curse.

A blessing because it’s now much easier to get an exact read on who exactly is watching, when, where and on what device in order to more precisely target and measure advertising.

But a curse, because there are no common standards or definitions for TV data, which, given the number of different players in the space, tends to make using that data about as easy as herding cats.

Fortunately, help is on the way. [READ THE FULL ARTICLE AT TVREV.COM]