Why it matters
Media measurement was faced with challenges before COVID-19, with a search for cross-platform metrics and shifts to streaming platforms both upending established industry-wide techniques. The need for new approaches – often mixing old tactics with novel methodologies – is essential.
- The coming recession will require measurement practitioners to adapt, and make sure they are not only tracking people in comparatively affluent, tech-enabled households.
- A boom in online streaming has accelerated a previous trend, and intensified the need for more accurate ways of understanding this audience.
- Big data will be an essential driver of measurement going forwards,...