From Ground Up to the Sky! Big data for the new out-of-home measurement
Introduction: Let there be light
Nowadays, media measurements have evolved and improved but there are still many issues to be addressed. Due to the high cost of operations, it requires creation of a Joint Industry Committee ((JIG that warranties the funding. Of course, the JIC will have other functions, but the main and most important is to group buyers and media sellers around one table to put the money down for the measurement. This has many implications, it suddenly brings to the same table...