Fusion and other futures

Paul Donato

Discusses data fusion, as now being developed in the US. Brief history of gradual acceptance of the idea, to make optimisation methods work.

Fusion and other futures

Paul DonatoNielsen Media Research

Currently, in the United States, multiple parties are developing fusion research. As a result, we're seeing competing ideas on how to best develop, measure, and use fusion.

Where did fusion come from?

For many years, at least in the United States, fusion was a dirty word. It was considered 'making up the numbers'. When the uniqueness of using daypart optimizers during the planning process began to wear off, many agencies in the States began looking for the next opportunity to introduce concepts of optimization to the planning process. The natural next...

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