In television, there are two types of big data currently being licensed for use in audience measurement: return path data (aka set top box data) and smart TV automated content recognition (ACR) data. The Media Rating Council (MRC) has established a standard indicating that these data types ought to be used only to represent their own user base, and not represent the entire U.S., but it is currently reviewing that standard, and this article might be useful to MRC in considering in what ways that standard might be expanded.
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