"I was the person who was hawking the audience measurement solution, and Al was the person who was scrutinizing the audience measurement solution," Chasin tells me. "It was an interesting approach to have us bring these two perspectives together."
Their report has an ambitious title - "Solving Today's Evolving Measurement Puzzle" - and it paints a fascinating (albeit somewhat dense) picture of how things have changed since the early days of the sample-based system, when measuring TV audiences was closer to market research than data science.
According to Chasin and Lau, there are six main methodological challenges facing the TV measurement industry: Assessing the impact of identity, Addressing bias, Onboarding big data assets, Getting metadata right, Integrating linear and streaming data, and Handling coverage gaps.
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