Panel-based measurement often gets short shrift in the real-time world. As the industry moves towards ever-deeper granularity and impression-level precision, panels are viewed by some as the anachronistic leftovers of a bygone age. However, as walled gardens are being erected, and in the absence of effective cross-screen alternatives, panels still have a very important role to play. Not only that, says Susan Tillou, Kantar Media’s VP of Strategic Partnerships, but it should be regarded as ‘fourth party data’, where it currency data is used more effectively to inform programmatic buying decisions. Filmed at the I-CPM Global Summit in Seville.