Big Data is dominating research discussions at the moment. With server data, social media, rich customer databases and Return Path Data, there is an exciting opportunity to take media research to the next level.

This IPA report discusses Big Data specifically in the context of audience measurement. How can the industry make the best use of this data? What are the implications for advertisers, agencies, media owners and the industry currencies? How can we make the most of this "Big" opportunity?

• The Big Opportunity
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