Enriching Media Data: A Special Report from the U.S. Coalition of Innovative Media Measurement
该报告由美国创新媒体测量联盟委托，旨在帮助媒体行业了解第三方数据的质量、时效性、一致性和代表性，并评估行业对主数据和报告标准化的需求。
<h3>ABSTRACT</h3> The growing number of consumer data sources—with the complexity of integrations across multiple consumer touch points—poses a challenge for end users to assess data quality. Gaining a better understanding of the underlying quality of data, to inform how best to deploy for advertising and marketing decisions, is the principal issue. The primary purpose of this study (conducted on behalf of the Coalition of Innovative Media Measurement [CIMM]) was to help inform the general media community about the quality, recency, consistency, and representative aspects of third-party data. The secondary purpose was to provide feedback on the industry9s appetite for master data and reporting standardization.