TV viewing has never offered audiences more choice. But for the industry trying to understand those audiences, that choice creates an increasingly complex measurement challenge.  At CIMM Summit XV in New York, JP O’Keeffe, Director, Data Product Management at TiVo Ads, joined Jon Watts, Managing Director at CIMM, for a conversation on Filling the Gaps for a More Complete View of TV Audiences. The discussion explored one of the fundamental challenges facing TV today: As viewing fragments across more platforms, devices, and delivery paths, how do we build a more complete understanding of what audiences are actually watching? And, just as importantly, are we asking the right questions about the data being used to build that picture?  Here are some of the key themes from the conversation.  Fragmentation is creating new gaps in the picture  The way people watch TV has changed dramatically. A single program can now be consumed…