Count Every Viewer, but Find the Ones That Count: Technology can take audience measurement to the granular level.

The author calls on content owners and pay-television and over-the-top providers to count every viewer but also find the ones that count. He cites the existence of new analytical technologies that can be used by the audience measurement industry to gather viewing behavior, demographics and even their favorite devices. He also mentions the potential of such technologies to influence decisions across marketing, content buying, scheduling and pricing.