Data, trust and transparency: negotiating media research challenges

This event report explores current perspectives on the complicated media transparency debate, including discussion of Facebook's faulty metrics and how researchers should handle the enormous quantity of consumer data now available.

Data, trust and transparency: negotiating media research challenges

Brian McGee

Transparency and trust were among the key talking points at the Mediatel Future of Media Research Conference, held in London in March 2017. Little wonder, perhaps, following controversy about faulty metrics at social media giant Facebook and as brand safety concerns became front page news in the UK.

"Clients are raising more questions about trust and transparency," said Margo Swadley, managing director of UK TV & video measurement at Kantar Media. "I think we should be worried," she added. "Trust, we took it for granted, it was a given. Suddenly...

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