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ORLANDO, FLA. Data offers key challenges and opportunities in the evolving digital landscape, according to Konrad Feldman, co-founder and CEO of Quantcast, an open Internet ratings service, who was one of four panelists discussing impact and measurement within new media at the American Association of Advertising Agencies’ 2008 Media Conference in Orlando, Fla. today.
Data mining has been fraught with difficulty due to the amount of information that has become available in the marketplace. One of the main challenges, which today’s panelists agreed upon, is understanding who an advertiser’s audience is in an environment where how an individual describes himself, when asked, may not be accurate.
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