The Living Planet Aquarium was drowning in unorganized data, impacting all levels of the organization, explains Suzy Broadbent, director of marketing and public relations at the nonprofit based in Draper, Utah. Disparate systems kept data at bay. A platform helped to pull together all the data to increase state co-op funding.

I've been thinking a lot about the deployment of Big Data assets in the digital space. Clearly, it is one of the most profound developments in digital metrics - and indeed, in our lives. The Internet of Things is already here; we can pay with our watches, and we've got Google thermostats. But in our space, I worry that there is too much emphasis placed on "Big Data," and not enough on "Good Data." Perhaps here the data scientist can learn from the media researcher.

Data will become the backbone to the emerging market of what many call the Internet of Things, as it continues to spawn new ideas for businesses. At Dell this presents opportunities and challenges. For the industry it will create a new form of advertising, per Dell VP, North America Commercial Marketing Bryan E. Jones. The advertising model he outlined to Data and Targeting Insider -- one in which advertisements need to do a better job of educating the consumers -- sounds a lot like the one Google's co-founders Sergey Brin and Larry Page described years ago.

Live TV is no longer the default experience for an emerging generation of viewers. The TV is quickly becoming just another monitor now.

Retail apps that capture and facilitate mobile moments gain approval and loyalty from users, a new study suggests. And app users will register their dislike for a brand experience quickly and harshly in their app reviews.

MediaMath has partnered with Skimlinks to give brands and agencies access to Audiences, a programmatic audience targeting service for advertisers to help publishers monetize transaction-based data from affiliate marketing campaigns.

Data matching will replace attribution as one of the major topics across the advertising industry in 2016. Perhaps that's because a multitude of mismatched data sources continue to create major problems in accuracy.