Inside Viacom’s data pitch: ‘We’ll measure it ourselves.’

For years, digital platforms and publishers have been gunning for mass-market budgets, using data as their trump card. Digital sellers argued that TV, with its cultural dominance and millions of loyal viewers, was no match for data-first tactics like 1:1 targeting or rewarding click through rates. TV still crushes native digital video in terms of viewership, but the market has ...Read the full article