We are hearing more conversations on addressable that focus on data optimization and quality. The media industry has historically relied on third-party data but as more companies can amass first-party data from their own customer pools, we are seeing a shift in how all types of data are being integrated and analyzed.
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Charlene Weisler is a media research executive and MediaVillage columnist with experience that spans broadcast, cable, off-platform, non-linear, and broadband. She shares her expertise in set-top box data, SEO, metrics creation, and behavioral psychography i… read more