Barb issues ITT for data fusion initiative
UK TV audience measurement
body Barb has issued an
invitation to tender ( ITT )
for the next iteration of its
audience measurement service ,
which aims to extend Barb ’ s
integration of big data and panel
data .
Barb ’ s strategy has long been
underpinned by the belief that
audience measurement requires
both panel and big data . This
strategy , brought to life through
Dovetail Fusion , has delivered
viewing figures for broadcasters ’
VoD services since 2018 . Barb
Panel Plus is the next iteration ,
replacing Dovetail Fusion ,
which will integrate multiple
data sources into a coherent
set of audience-measurement
standards .
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As part of Barb ’ s strategic priorities for 2024 , which include enhancing core services through increased investment , it aims to synthesise data available from suppliers with evolving data requirements from subscribers .
Dovetail Fusion currently combines panel data with census data from Broadcast Video on Demand ( BVoD ) players . Barb Panel Plus additionally seeks to embrace return path data , such as connected TV and set-top boxes , as well as first-party server data .
“ There are more data sources available than ever before , both
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from media owners and third parties ,” notes Caroline Baxter , chief operating officer at Barb . “ Datasets drawn from large samples of millions of devices are now seen as invaluable . Adding census or server datasets to the Barb panel gives us a bigger data sample , and therefore more accurate measurement of audience volumes . Conversely , census or server datasets typically don ’ t include the important detail about demographics , co-viewing and cross-platform duplication which the panel does . Our subscribers increasingly want |
fusion across all these data sources . We are looking for proposals that support Barb in calibrating volumes of viewing using the more accurate figures from census data , while preserving demographic , co-viewing and cross-platform duplication information from the panel .”
For this ITT , the Panel Plus contract is divided into two components which include : 1 . Methodology – design of a fit-for-purpose data fusion methodology to bring together panel data with Return Path Data , first-party server data , and BVoD census data . 2 . Data Processing and Delivery – development of software to process data according to the fusion methodology , to a schedule and on demand .
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EUROMEDIA 7 |