A number of the audience big data modeling companies including 605, Videoamp and Innovid were the first to bring the idea to ARF. They said they needed to know things they couldn’t know on their own, in order to use set top box and Smart TV data to model viewing behaviors. Things like how many people shared specific devices, and how many shared subscriptions to streaming services and eCommerce companies, so that they could set up their models to take these phenomena into account. Individually they would not be able to afford measuring such things accurately and so they hoped by chipping in through ARF all the companies using return path and/or Smart TV data could use the same parameters.
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