Business Bureau launches big data, real-time analytics for LATAM next-gen TV | Ad Tech | News | Rapid TV News
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As new viewing habits require new analytics, Business Bureau is preparing a new big data tool with real-time metrics.

bb nuevo ciclo 19 may 2017“Thinking that Netflix, YouTube or Spotify are not competing with the linear channels is old-fashioned,” said Tomás Gennari, EVP, Business Bureau. “We are ready to provide data about user behaviour beyond analogue ratings.”

According to the company, they’re currently gathering real-time data about 2,500 TV networks and 250 over-the-top (OTT) platforms operating in Latin America. The firm claims that this offers over 50 million data feeds that cover all the possible variables of consumer behaviour.

“Our services interconnect our dashboards with the client’s tools, feeding data in real time. We believe we have to take this knowledge to the large, pan-regional advertising companies, which have a great deal of offers but cannot really measure the effectiveness of each campaign,” added Horacio Gennari, president, Business Bureau.

“We are certain that disruption in how content is consumed is forcing the industry, programmers and content creators to develop and try out new analytic tools,” he added.