Hybrid & AI: New generations of measurement
There is widespread consensus across the audience measurement community that hybrid measurement solutions combining data from multiple sources with data from people-based representative panels is the model upon which reliable currencies depend. But integrating multiple datasets in this way is not easy, as those engaged in such work in many markets will testify.
At the Copenhagen conference in November, Julien Rosanvallon and Mathilde Jehan of Médiamétrie outlined their perspective on the road ahead and considered how recent developments in AI could make a valuable contribution to the process of handling hybrid datasets (see video below). They also referenced a White Paper on the subject produced by Médiamétrie, which includes perspectives on the use of AI from a number of the audience measurement community around the world. You can find the White Paper here: in English, and in French from the Médiamétrie website.
This is another helpful perspective from across the asi community, and you may wish to see again the opinion piece from Bas de Vos and contributors published last month. We look forward to exploring the evolution and progress of these themes throughout 2026.
The 2026 asi International Radio & Audio and Television & Video Conferences will be held on 4th to 6th November in Venice, Italy.
Watch Julien Rosanvallon and Mathilde Jehan’s presentation, ‘The next generation of measurement is here’: