LAS VEGAS \u2013 While running Information Resources Inc. beginning in 1980, Gian Fulgoni had an insider\u2019s view of the consumer research business. With comScore now measuring some 120,000 Internet-connected devices within U.S. households, he sees the future of media research requiring lots of cooperation and less reliance on panels.<\/p>\n

The company\u2019s technology is now in 12,000 households, each with an average of 10 Internet-connected devices\u2014hence its measurement of media consumption on some 120,000 screens.<\/p>\n

\u201cWhat we\u2019re finding is pretty amazing in the way that different devices are being used and how they\u2019re being used,\u201d Fulgoni, who is CEO and Co-Founder of comScore, says in an interview with Beet.TV during a break at CES 2017<\/a>.<\/p>\n

For example, there\u2019s no particular loyalty to iPhones versus Android phones. \u201cA lot of the homes have combinations, which is kind of interesting,\u201d he says.<\/p>\n

comScore\u2019s also seeing \u201ca wide variety\u201d in the way that over-the-top devices are being used to deliver content. According to Fulgoni, the company is measuring consumption of OTT for services like Netflix. (comScore\u2019s take on the current state of digital media is available here<\/a>.)<\/p>\n

Gone is the era when a research provider could build its own panel and measure pretty much what its clients needed.\u00a0\u201cI think those days are over,\u201d Fulgoni says.<\/p>\n

The change largely derives from the fragmentation of viewing consumption. \u201cTo be able to measure all of that with the granularity you need you have to have the cooperation of the content owners and the device owners to tag the content,” he adds.<\/p>\n

So in a sense, he adds, \u201cThe providers of the research data have become dependent on the entities that they\u2019re trying to measure. And that\u2019s something that we\u2019ve never seen before in the media research business. A case in point is comScore\u2019s database populated by 52 million set-top boxes that it doesn\u2019t own.<\/p>\n

He believes the trend of television advertisers asking media companies for the ability to reach specific audiences beyond traditional age and gender targeting is heading in a distinct direction. \u201cI suspect that that\u2019s going to be in many ways the future of how advertising is bought and sold. That\u2019s my personal view of where we\u2019re going to go,\u201d Fulgoni says.<\/p>\n

This video was produced as part Beet.TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS \u2013 While running Information Resources Inc. beginning in 1980, Gian Fulgoni had an insider\u2019s view of the consumer research business. With comScore now measuring some 120,000 Internet-connected devices within U.S. households, he sees the future of media research requiring lots of cooperation and less reliance on panels. The company\u2019s technology is now in […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105],"tags":[5275,5281,5356,3508,4294,6003,6111],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44196"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44196"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44196\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44196"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44196"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44196"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}