Over the last few years, a broad industry consensus has emerged that hybrid solutions offer the best way forward for audience measurement systems.
However there is far less consensus around an optimum or standard approach to combining panels and big data. Are hybrid solutions leading to a crisis of understanding?
Get the latest industry thinking on this complex topic with insights from our 2024 roundtable white paper. Hear from leaders across the industry, sharing their thoughts on data integration and its impact on the media landscape. Get a comprehensive overview of:
- Panel-first approach where an audience panel is enhanced with large data sets
- Big data-led solutions that combine a variety of data sets
- Synthetic datasets and panels that blend virtual respondents with a panel, big data, and other datasets.
- And, as systems become ever more complex, how realistic is it to expect users to understand highly complex methodologies, data science and statistical principles?
