Much has been discussed about the challenges facing brands and the advertising industry as a whole today. Regardless of the market, these global issues such as the ever-increasing granularity of the media landscape, the change in consumer purchasing behaviour and the fickleness of audiences are all well documented. The resulting pressure on brands and advertisers for returns has meant an increased focus on measurement, which creates an environment where a disproportionate level of value is placed on data and the means to collect data.
How did this happen?
Media fragmentation is a fundamental issue. The option to buy a TV...