Tracking TV viewing is complicated in an era of multiple screens and on-demand streams. And the stakes are high, given that there’s a $US70 billion ad market on the line.
Nielsen, the decades-old incumbent in the TV-research game, says it’s equipped for an “over the top”-viewing, or OTT, world. Meanwhile, its rival comScore intends to leapfrog Nielsen in its ability to gauge who watches which show, and when and where.
The rest of the industry isn’t totally convinced.
To read more about how metrics companies are retooling their offerings for advertisers, click here.
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The FCC chief’s call for cracking down on tech companies is not only laughable, it’s the “height of hypocrisy.”Ajit Pai, chairman of the Federal Communications Commission, suggested that new regulations might be needed to force this transparency and even indicated that his agency might be the one to put the new rules in place and enforce them.
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