SAN JUAN, Puerto Rico\u2014All the first-party television viewing data in the world won\u2019t parse out co-viewing by individual human beings. In the meantime, Hulu is working with third-party providers like Comscore and Nielsen \u201cto get at who are the people who are most likely to be sitting in the room,\u201d says the OTT pioneer\u2019s Head of Research, Julie DeTraglia.<\/p>\n
Hulu harvests a plethora of insights from its first-party data, traits that don\u2019t emerge from traditional metrics. \u201cFor a researcher and someone who loves television, it\u2019s like a treasure trove of goodies of really interesting types of behavior that emerge when people have complete choice and control over their TV viewing,\u201d DeTraglia adds in this interview at the recent Beet Retreat 2018<\/a>.<\/p>\n With addressable TV limited to correlation with households or devices, profile addressability remains a longer-term goal, according to DeTraglia<\/a>.<\/p>\n \u201cFor as long as television has existed, it\u2019s been a collective medium where families and friends get together and watch something together. No amount of first-party data is going to measure those viewers in the room at that same time.\u201d<\/p>\n