Top challenges of merging linear TV and digital campaign data in the U.S. 2023
During a survey conducted among TV marketers in the United States and released in May 2023, the main challenge of merging linear and digital data was identified by 53 percent of respondents with the lack of common metrics across channels. The creation of a holistic framework for planning and measurement was mentioned by 41 percent of respondents, while 40 percent cited data-sharing restrictions by walled gardens.
