Third party providers of measurement of audiences and other metrics such as viewability retain – or possibly improve – their importance as digital media continues to grow. When publishers fail to allow those third parties into their systems, it is the publisher’s growth that will be constrained. Meanwhile, set-top box-based viewing metrics and the appending of other data sets to those viewing metrics helps buyers of TV justify ever-granular media choices and inventory selections, which ultimately must be reconciled with the conventions that marketers prefer to plan against, namely age and gender.
Source: comScore + Rentrak: Good For Researchers, Not Bad For Nielsen | MediaVillage