Global Brands Talk Big Data, Big Problems

Rome conference reveals industry growing pains

In the actual hotel where Mad Men TV characters Don and Betty Draper were to stay during their fictional visit to Rome in the 1960s, 200 advertising players from around the world this week convened for a three-day big data summit, ending Thursday (Oct. 18).

Unlike the Drapers, very real brands were in attendance: 20th Century Fox; L’Oreal; SapientNitro; Google; Facebook; Hulu; Comcast; Nielsen; comScore. Attendees often spoke about a digital measurement landscape that’s fraught with fragmentation and subsequently stunted.

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