Barb has selected global advisory MediaSense and AI data cloud company Snowflake to handle its new cloud-based Barb Data Hub.
The new hub will store, process and distribute Barb data in one system. The TV joint industry currency previously sent out an invitation to tender for the project in July 2024, with the hub slated to launch in the second half of the year.
MediaSense will set up, develop and maintain this “data warehouse”, with Snowflake running the cloud data platform.
The offering aims to increase ease of use and access for Barb members, while allowing them more choice in how they receive the data.
It will also reduce duplication of databases and the application of calculation methodologies in order to ensure consistency of data output.
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“It’s a really exciting step forward in how the industry accesses and uses trusted viewing data, ensuring greater flexibility, efficiency and consistency,” said MediaSense chief client officer Sam Tomlinson. “The Barb Data Hub will both streamline data distribution and deliver a more sustainable, scalable and transparent solution.”
Caroline Baxter, chief operating officer at Barb, added: “In time, the Barb Data Hub will be the way for all parts of our ecosystem to get hold of the data they need. To this end, we also look forward to working with data-analytics businesses and our end users to ensure a smooth transition from legacy processes.”
Last month, Barb also announced that Barb Panel Plus — which aims to bring together panel data, return-path data, first-party server data and broadcaster VOD census data in one location — has entered prototype phase and commissioned two new sources of TV viewing data as part of the project.
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