Data science is the new frontier in media research, TiVo executive says

A paradigm shift from media research to data science in television advertising bodes well for marketers trying to target major media spend. Information is also more readily available, in part because of acquisitions like TV data company Rovi acquiring set-top box outfit TiVo, a deal valued at $1.1bn.
With brands now reaching audiences via different channels and an improved understanding of the consumer, buyers and sellers are investing more in big data and digital platforms, says, Joan Fitzgeral