And by money, I mean currency. Don’t worry, I am not talking Cryptocurrency. I am talking media currency, as I have over and over again.

But I am fascinated by the ever evolving use of data as ‘currency’ for media buys. In case you don’t want to click the link above to read the whole previous post, the definition of currency is:

What defines a currency is that two sides agree to do business on the basis of it.

But the thing that struck me in this recent article is, the shit is getting real. Comscore is launching the test in two phases:

Phase 1 – Vet and validate the data (great idea!)
Phase 2 – In-market live tests

I just love that this shit is getting real. Let’s see how it all plays out!

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