“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video.
Today’s column is written by Pete Doe, chief research officer at clypd.
About 10 years ago while working at Nielsen, we began creating integrated data sets linking consumer and media behavior to help agencies plan better campaigns and media owners better understand and monetize their audiences.
One sunny spring morning in New York we met with a cable network to present some results. We had fused Nielsen currency ratings with consumer panel purchase data, revealing that the network’s highest indexing product categories were beer and diapers. I felt slightly nervous that insight might be an example of “Twyman’s law,” which states that if a research finding looks interesting, it’s probably wrong.”
Read the full piece here.