Harnessing data at scale: the prospects and hurdles for audience measurement
Dec. 12, 2023 | By Kantar
Data science has always been a powerful and fascinating discipline for anyone working in media, but it’s about to get a whole lot more interesting.
That’s thanks to pioneering advancements harnessing large-scale data sets from diverse sources such as connected TVs, service operators, and online platforms. Kantar Media has been a pioneer as the first measurement company to build an in-house Data Science team and with these new advancements the team is now exploring new possibilities to provide enriched measurements of audience viewing.