Research

One-in-ten eligible voters in the 2020 electorate will be part of a new generation of Americans – Generation Z. Born after 1996, most members of this generation are not yet old enough to vote, but as the oldest among them turn 23 this year, roughly 24 million will have the opportunity to cast a ballot in November. And their political clout will continue to grow steadily in the coming years, as more and more of them reach voting age.

Media buyers should follow five key criteria when venturing into the complex and opaque ecosystem of third-party data that is designed to help them target their programmatic digital media buys.

A tremendous amount of money is spent on data for media buying decisions, specifically third-party audience data. Third-party data can come from many different sources, and multiple methodologies can be used in its collection, structuring, and marketing. This often makes it difficult for advertisers to understand exactly what they're buying, leaving advertisers at a disadvantage and at risk of purchasing data that's unsuitable for their purpose. To address this problem, advertisers need to evaluate the quality of a dataset before purchasing it.

Today’s parents are ‘rediscovering,’ likely out of necessity, what their parents and grandparents always knew. TV makes a pretty good babysitter for homebound kids. Now several weeks into the novel coronavirus (COVID-19) shutdown in the U.S., a clearer picture is emerging around how “shelter-in-place” orders are affecting the daily lives of American families in local cities across the country—specifically as it relates to their TV appetite, according to a new Nielsen study.

The U.S. Census Bureau released new tables from the 2019 Current Population Survey Annual Social and Economic Supplement.

Strada Education Network has released a new analysis of Public Viewpoint: its weekly, nationally representative survey tracking the impact of the global pandemic on Americans' lives, work and education. The analysis examines the last four weeks of survey data by race and ethnicity, finding that black and Latino Americans disproportionately report job and income loss, respectively.