TV “Set-Top Box” Data: Interesting Insights, New Currency, or New Paradigm? | ANA Topics | ANA

TV “Set-Top Box” Data: Interesting Insights, New Currency, or New Paradigm?

Lyle Schwartz, managing partner, implementation research & marketplace analysis, GroupM, and Mark Loughney, VP, sales & strategy research, ABC, discussed the potential for return path data to improve the way that television is planned, bought, sold and evaluated.