With its increasingly fragmented, demanding and multi-screened audiences, traditional measurement systems have long been under the scrutiny of the TV industry – new solutions are required that can leverage this new reality. Parrot Analytics’ Director for Latin America, Alejandro Rojas, explains to ttvnews the benefits of using Parrot Analytics’ Demand Portal tool, which allows studios, networks and distributors to analyse the behaviour of audiences worldwide through the use of big data.
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