In the current “Wild West” climate where voluminous – sometimes questionable – intelligence drives hundreds of billions of digital advertising dollars, quality control is necessary to ensure data legitimacy. TiVo’s Fariba Zamaniyan, VP, Data and Advertising, was interviewed by Lane Cooper of BizTechReports about the importance of quality viewership data. Fariba covered data quality management and key questions to consider when sourcing viewership data, including: Does it accurately represent the desired audience? How was it collected? Can it be trusted for planning, decision-making and ad campaign execution? Listen to the full interview.