A Few Things About the Launch of a B2B Audience Measurement Product

A company was about to launch an audience measurement product in several international markets. The panel data, especially in specific age, gender groups, was so low that when extrapolated, it just gave weird data where the audience shares across a gender break were above 100. "I think we also made a mistake of not being very transparent with our partner at first and assuming that, hey, we understand that's a kind of a methodological blip," he says.