There has been a coup d'état in media. Content used to be king, but it has been deposed and replaced. Now, "audience is king," declared Eric Shenk, Technical Director, Office of the CTO, Google Cloud Media at the recent TV Data Summit in New York City. Why have audiences taken over the prime consideration in media? Part of the answer is the primacy of data in the consumer journey. With access to first, second and third party datasets, marketers and programmers can more easily and efficiently parse who is motivated, who is engaged and who is ready to transact. But how can we know which datasets are relevant, what might be missing and how to best analyze the results? Read on for relevant takeaways from the TV Data Summit.