|One big thing|
A trend you may not have seen in the tea leaves is that a lot of measurement companies are being acquired right now. Oribi, Tunity, TVSquared, Playground XYZ & Shareables. And that’s just since December.
What’s driving that? The instigator was Apples tracking changes. Forcing many firms to either throw our their existing technology or seek to add deep capabilities. The other area is connected TV, finding better methodologies, now that it can be linked to the wider digital marketing mix. Nielsen losing their accreditation forced everyones hand. These shifts in measurement happen every five years or so, this has been building for a while with GDPR, CCPA and the death of third party cookies.