TV research is not new – it’s been an essential cog in the wheels of TV advertising for decades. Data has quietly helped media companies promote their inventory to marketers hungry for specific audiences. But TV research is undergoing a transformation, moving from a back-office tool to one that’s getting center stage attention.

The sourcing, acquisition and usage of data – and modeling it on behalf of the media owner – is a skillset much in demand for companies delivering technology for programmatic in television.

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