23: From Pencils to Pixels: Transitioning TV measurement to a CTV led world as linear continues to fade, with Matan Bik, Nielsen’s SVP Strategy of TV & Digital
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The Evolution of Nielsen: From Traffic Lights to Digital Media
This chapter explores the history of Nielsen as a company and its adaptation to changes in consumer behavior and technology. It discusses Nielsen's measurement of media consumption, the importance of comprehensive data collection, the concept of co-viewing, the relationship between streaming platforms and Nielsen, and the challenges of accurate measurement in video content.
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