Opinion
Sharper resolution: using machine-learning to measure audiences in high definition
...person-level insights. Many datasets are passive, logged automatically by apps or set-top boxes. While they are useful for understanding patterns, they rarely tell the full story. Kantar Media’s methodology is designed to bridge this divide. Rather than relying on devices or households as proxies for people, it integrates behavioural data with insights from verified audience panels. The approach is grounded...
29 July, 2025
