Meanwhile the argument that researchers on the buy and sell side would drown in real time data is countered by the likelihood that AI and algorithms are playing an increasing role in analysis. We may be moving away from the more traditional analytical approach, where somebody is looking at the data and giving an opinion or a recommendation, to an automated future where it's no longer people who will be doing the analytics. Critical to the future of industry measurement will be an understanding of the role of algorithms and the influence they exert in terms of what content people become aware of and what advertising they are served.
The most obvious examples of this are programmatic ‘on the fly’ advertising systems, which are bidding and reacting in real time and there will be an expectation that similar real time data will be available from the industry currency to feed these systems.