The not so hidden problem with big data sets
Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.
Toward The Future Of Digital Audience Measurement
Without third-party cookies, marketers can’t overlook the need for accurate measurement as changes in the digital media environment accelerate.