Data volumes are growing year over year in nearly every industry, and especially in media and entertainment. Though the industry has been shifting to digital means of production, distribution, and consumption for quite some time, that shift is exacerbated due to the COVID-19 pandemic. Viewing platforms suddenly need to support larger audiences due to a surge in digital media consumption, and media buyers are increasingly looking to their publishing partners for analytics as they further invest in digital platforms and ad units.
The media and entertainment industry not only needs a way to manage the continuing growth rate of data, but they’ll also require better insights to inform buyers experimenting with digital platforms. At the same time, it is important they do all of this in a cost-effective way, freeing up resources to ensure their platforms can handle the recent increase in viewership and consumption.