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Spanish newspaper El Pais is suing Nielsen for an ‘unjustifiable’ downgrade in the number of unique users it attracts to its website. Ouch.
El Pais, owned by Prisa, is annoyed at the downgrade because media buyers rely on panel data provided by firms like Nielsen and comScore to determine where to place ad campaigns. The BBC has the lowdown here.
It seems to me that this reflects a bigger issue relating to the blind faith in panel data among advertisers.
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