At last week’s 2024 conference, Nielsen Senior Vice President Kristin Vento showed a most revealing slide, in her presentation with Adam Isselbacher, Senior Vice President, Group Director, Research & Analytics, IPG Mediabrands’ UM. Nielsen, far from their image among the uninitiated, is a leader in the use of big data, having 50 million households of big data, plus over 20 spine-to-spine integrations with major media platforms like Amazon, covering more than 3 out of 4 US households with census-level data (for some measurements where integrations are not in place yet, the proportion is lower). The panel, AI, streaming meter, common device correction, watermarks, wearable PPMs, and other methods are uniquely used by Nielsen to adjust the big data and thereby create currency.

The question I’ve always had is how different would the results be if Nielsen didn’t use all that other stuff to adjust the big data. What if they dropped all that other stuff and just reported the big data they have acquired?

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