Five Predictions for How Data Will Change TV This Season

TV advertisers need to prepare for five major shifts in the year ahead: 1) Third-party data will become the new currency; 2) Data will be crucial for media-mix decisions; 3) Closed-loop analytics will be the standard; 4) Privacy will be a key conversation; and 5) TV will no longer just be "TV".
[Wright is VP-global product management for Experian Marketing Services]