“Data is all about interpretation,” asserts Mitch Oscar, USIM’s Director, Advanced Television. His efforts to progress the discussion and implementation of data in our industry have been a cornerstone of his Secret Society mission. The June 2016 meeting, held at the comScore/Rentrak offices, highlighted those data initiatives that pushed the uses of digital data sets and their insights into traditional media platforms. It was at that meeting that Brian Kaminsky, President Programmatic and Data Operations, iHeartMedia, revealed how they took digital data, mined it for insights and applied those insights to their broadcast radio viewers to expand knowledge of that group and use it for branding, marketing and sales purposes.
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