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Big data sets provide exponentially larger audience sizes than traditional panels can provide, but they lack specific audience information. To be holistic and representative, measurement needs to leverage big data in conjunction with panel data.
During the 2018 National Association of Television Program Executives (NATPE) conference in Miami Beach, Fla., Kelly Abcarian, SVP of Product Leadership at Nielsen, presented the state of OTT, including OTT viewing behaviors and the platforms’ growth in local markets.