opinion

INdustry Column: Census TV Data as "Match Fabric"

By Michael Collette , CEO, Dativa
We often see articles written about various types of data with categorization of first-party (my) data, second-party (your) data and third-party (vendor-aggregated audience) data. As we were developing the Inscape census TV data, I struggled with these definitions. On the one hand, you can think of census TV data (e.g. device-level data from set-top boxes or smart TVs) as an aggregation of the first party data sets for all the networks, local stations and advertisers...