Kantar Media showcases the value of data science in audience measurement at Next TV Series Europe

Kantar Media showcases the value of data science in audience measurement at Next TV Series Europe

With an established cross-platform measurement presence, Kantar Media was invited to share our experiences at NEXTV Series Europe, the industry event gathering leaders in media and advertising to discuss the progress of audience measurement in Europe.

Sushmita Jain , Kantar Media’s Director of Data Science participated in the panel to highlight the importance of data science in audience measurement.??She believes that in a fragmented market, data science can act as an enabler to deliver integrated datasets that will ultimately provide the industry with a single source of truth. Cross-platform measurement relies on ingesting data at scale and keeping people-based measurement at the heart of methodologies.

During the session, Sushmita described our recent proof of concept with RTL in the Netherlands where we used AI to enhance the client’s first party device-level data by appending demographic information to millions of devices. This approach enabled them to monetise their audience data in an optimised and efficient way.

The panel, including contributions from leaders from TAM Ireland , Pure Cross Media LLP and NPAW , also covered the entry of addressable ad spots on traditional broadcast streams and asked questions on the future of audience measurement’s methodology as new technologies and possibilities are now becoming available.

To learn more about Kantar Media’s approach and vision for cross-media platform measurement, please download Unlocking Value.