With the ubiquity of internet access, the proliferation of mobile devices, and the emergence of wireless streaming
services, today’s consumers can access media content on their own terms – from any place, at any time, on any device. For media companies, this diverse mix of distribution pathways makes it much harder to track the consumption behaviors and demographics of their audiences, which can undermine traditional advertising revenues. With less direct control over the end-user relationship, media companies must retain their relevance by delivering exceptional content, employing more sophisticated audience analysis, and running better targeted marketing campaigns.