Everybody is into new data solutions for media measurement nowadays. Many networks touted their innovative data initiatives prior to the Upfront while data suppliers and vendors continue to offer an ever expanding selection of services and datasets for use in the industry. The expansion of all of the possible data sets has, in itself, fueled a data science feeding frenzy where some of the most creative minds are able to construct very interesting measurement solutions. More potential data sources available for media companies should result in more opportunities for vendors to offer innovative datasets for analytics and insights. Yet, many individual announcements later, we are left with a dizzying array of possibilities. It can be very confusing.