Audience measurement in a programmatic world: The view from Ipsos

Emily Barley

This event report considers the various technical, economic and political challenges the research industry faces and the pressure it is under to deliver faster, better and cheaper.

Audience measurement in a programmatic world: The view from Ipsos

Emily BarleyWarc

Second-by-second usage data for all media, in real-time, measuring everyone, trackable across devices and cross-matched with other data. This is "a kind of research nirvana you can imagine, which is presumably technically possible", Andrew Green, chief marketing officer at Ipsos UK, suggested to an ESOMAR multi-platform media seminar held in Amsterdam in June 2015.

"It did used to be a lot more simple to measure audiences in the very recent past," Green reminisced. Researchers would either ask people about their media consumption habits in surveys, or...

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