Big Data and Converging TV — What Role Can Deterministic Panels Play in Unlocking Opportunity?
JANUARY 26 @ 12:00 PM – 1:00 PM EST

AGENDA

In an era where big data is being tapped for decision making, and each source has a limited and often unrepresentative view, what is the role of a representative panel? What will and should panels look like in the future? After all, TV is converging with digital, the rise of CTV has ushered in content and marketing opportunities for businesses, and consumers have decision-making power unlike ever before.

At this ARF Insights Studio, industry leaders Jane Clarke (CIMM), Pete Doe (Xandr), Mainak Mazumdar (Nielsen) and Paul Donato (ARF), discussed where single source panels may fit in the media measurement landscape of the future and how they can work alongside big data to benefit both.

12:00 – 12:05pm
Welcome
Paul Donato – Chief Research Officer, ARF

12:05 – 12:15pm
Nielsen ONE: The Future of Cross-Media Measurement
There are more ways than ever to reach your target audience, but currently no single, deduplicated view of audiences across all platforms and mediums. Without a way to measure performance across TV and digital channels, it’s hard to know if marketers are spending their budget in the right places. Nielsen discussed how it is transforming measurement through granular insights from real people and the scale of big data to deliver a single metric that will reflect advertising audiences regardless of platform.
Mainak Mazumdar – Chief Data and Research Officer, Nielsen

12:15 – 12:55pm
Panel Discussion:  What Will and Should Panels Look Like in the Future?
Panelists shared their perspectives on where single source panels may fit in the media measurement landscape of the future and how they can work alongside big data to benefit both.

Mainak Mazumdar – Chief Data and Research Officer, Nielsen
Jane Clarke – CEO, Managing Director, CIMM
Pete Doe – Chief Research Officer, Xandr
Moderator:  Paul Donato – Chief Research Officer, ARF

12:55 – 1:00pm
Closing Remarks
Paul Donato – Chief Research Officer, ARF