Data collaborations between retailers and broadcasters are accelerating in Europe, and Phil Raby, CRO at mediarithmics, says these relationships are mutually beneficial.
For the retailers, it allows them to extend their audience without cannibalising their ecommerce offering; and for the broadcasters, they can offer “more innovative measurement solutions,” enabling them to compete with the walled gardens.
In this interview, Raby discusses the European broadcasters executing these data collaborations, the challenges of fragmentation in the space, and the importance of first-party data strategies. Filmed at Video Rise 2025 in Prague.
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