SMI on Understanding the Role of Data in the Television Industry


As big data continues to gain volume, validity and velocity, the imperative for marketers—particularly those in the traditionally linear television space—is to acquire the knowledge and skills to take the initiative, articulate and respond to clients’ needs.

SMI's Boon Rap recently discussed how the TV ecosystem will incrementally slip into the data space, catalysed by new distribution platforms, new content consumption behaviors, new targeting capabilities, new analytics-driven intelligence, and maturing automated buying.

Read Boon's article to learn about

  • Big Data
  • Data matching
  • Data onboarding
  • PII
  • Data matching: deterministic/probabilistic
  • Match rate
  • 1:1 marketing
  • Single-source methodology
  • Attribution

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