From mobile phones and tablets to laptops and desktops, today's consumers are using an ever-increasing number of devices to access the Web, search for information, make purchases, and more. In fact, for the first time in U.S. history, consumers now use smartphone and tablet apps more than PCs to access the Internet.
June 30 is almost here. That date is the next milestone in the transition to viewable currency. It is the day when the Media Rating Council (MRC)'s gating period for video viewability measurement ends - and trading against video viewability, as measured by accredited vendors, can begin. June 30 is also the close of the first round of refinements to display viewability measurements based on the MRC Reconciliation Study.
As we are praising the opportunities to create more insights from Big Data and to make better decisions, nobody seems to question what the right amount of data is. Just because by definition you need more data to get to Big Data, does not mean it is a good idea to keep collecting. There are a couple of more or less obvious consequences from gathering ever more data: it's costly, it slows down decisions, and it can be outright misleading.
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