Recommendations for commingling set-top box data and Smart TV ACR Data

Examines best practices for integrating data in the US from both set-top boxes (STBs) and Smart TVs, based on a study of providers.

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

TV audience measurement has traditionally been accomplished through panels, such as the Nielsen household panel well known in the US.

STB and Smart TV ACR data are usually applied to campaign-related tracking to ascertain attribution, measurement, optimization and campaign management but not for the creation of new audience measurement currency. ,

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