Commentary

Audience Data 'Sucks'

Day 2 of the MediaPost Search Insider Summit got started with a bit of a punch during comScore Eli Goodman's opening keynote.. "Everyone sucks at audience data," said a MediaPost Search Insider Summit attendee. She said BlueKai has her marital status wrong, and pegs her as 20 years younger with a toddler. Wrong. She said don't fight about whether it's a gross rating point (GRP) or impression, but rather figure out how to get the correct audience across media. Goodman talked about how the backbone for analytics will remain GRP until the industry figures out how to do better.

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