Big Data equals Big Dollars in today’s world, and it will have a major effect on the future of media. Many brands are trying to take offline sales data (mostly from retailer loyalty cards) and convert it to an online consumer. These advertisers are switching to audience based buying rather than buying based on the program or day-part and access to this data could give Nielsen a large advantage. Nielsen wants to use this information to trace TV-based media exposure to the in-store sale.

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If Nielsen could prove that TV ads directly led to an in-store purchase, would your advertisers put more of their media dollars back into TV? #MarsTalk