Artie Bulgrin, perhaps the youngest living legend in the American marketing-research community, has some issues with the direction of his chosen profession.
"Big data is important," the MediaScience EVP/strategy & insights told a Miami Beach audience at KNect365's Media Insights and Engagement Conference (MIEC). "And the drive towards new data-driven ad models and treatments is very important – both as a revenue driver for many media companies and also as a tool for the sell-side."
Bulgrin's concern: Over the last four or five years, the collection of very bright and exceptionally shiny tools have "taken their toll on traditional audience-measurement...