Audience panels play a critical role at the heart of audience measurement, and in an era of big data, their role and value is only growing.

Our People-Powered Measurement guide shines a spotlight on the value of panels and highlights how these representative samples of the population are resolving important industry challenges including:

  • Understanding who is watching your content and ads
  • Ensuring your first-party data is giving the full picture of audience behaviours
  • Measuring de-duplicated reach and frequency to understand the impact of your campaign or content
  • Preparing for the cookie-less future to ensure your targeting is both effective and privacy-compliant

In this guide, we demystify the terminology and illustrate with real-world use cases how panels are really the ‘connective tissue’ to unlock opportunities for everyone in the content and advertising ecosystem.