What's the difference between Big Data analytics and consumer collaboration? And can these two very disparate approaches to consumer insight and innovation play well together?

In the past, we all assumed the ability of a media supplier to generate ad results was the number-one factor marketers used to evaluate the media companies with whom they do business. But the results of recent survey by Advertiser Perceptions, Inc. revealed that "aggressive rate deals" are considered more important to typical marketers. Not surprisingly, the survey has fueled a lot of speculation about what's driving this shift. What's the reason for marketers favoring rate deals over results? It's not because they don't care about results and ROI, but because many don't have an accurate and trustworthy cross-channel measurement …