"Hybrid & AI": The white paper that breaks down the new generations of measurement in the face of media measurement challenges

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Following his presentation titled “The Next Generation of Measurement Is Here” at the ASI* 2025 held in Copenhagen, Julien Rosanvallon, Deputy CEO of Médiamétrie, announced the release of the white paper *Hybrid & AI*, co-authored with Aurélie Vanheuverzwyn, Executive Director of Data Data Digital data Find out more and Methods.


This white paper explores the current transformation of media Audience Measurement Audience Measurement Quantitative study of the frequency of use of media. Find out more , marked by the growing integration of data and artificial intelligence into hybrid systems. It highlights the benefits and challenges of an approach that combines traditional methods with emerging technologies, through the authors’ analysis and testimonials from French and international experts.

Hybrid and AI cover
Against a backdrop of increasing fragmentation in media usage—which necessitates more precise and granular Audience Measurement—traditional methods (panels, surveys) are no longer sufficient on their own. However, data and AI cannot replace them; panels remain central, and it is the combination of these approaches that creates value. Hybridisation is not a theoretical concept—it is an inevitable and widespread trend.
Julien Rosanvallon, Deputy Chief Executive Officer of Médiamétrie

After debunking a few myths about data data Digital data Find out more —namely, that it is exhaustive, infallible, and capable of replacing panels—the white paper details the benefits of hybridisation hybridisation In statistics, this is an approach that involves mixing two data sources which differ both in nature and in level in order to create a third, richer or more detailed one. Find out more . It makes it possible to measure smaller audiences—a crucial development in a fragmented media landscape—to correct for panel panel A sample from which information is collected over time. It can be questioned several times at regular intervals. This method is pertinent for studying changes in behaviour. The sample can be questioned continuously: - either: each individual in the panel is asked to fill in a daily questionnaire relating to the subject of the study. This is the case for the Radio panel. - or the information is recorded and returned regularly. This is the case for the Médiamat panel. This method is pertinent for understanding behavioural patterns and their changes if the panel lasts long enough. Find out more selection biases through the use of data, and to optimize measurement costs.
In France, Médiamétrie has already implemented several Hybrid Measurements, including Internet Global, Watch, and Segmented TV Advertising Segmented TV Advertising Segmented TV advertising consists in customising the advertisements in one given spot according to different audience segments (geographical, behavioural, socio-demographic, etc.) It notably became technically possible after the digitalisation of reception modes. Segmented television advertising was authorised in France by a decree dated 7 August 2020. Find out more … Internationally, similar systems exist in Austria, Switzerland, Canada, the United States, French-speaking Africa, Australia, and the United Kingdom, each tailored to its respective market.

Hybrid Measurement is not a single method, but rather a family of approaches aimed at reconciling heterogeneous data sources to reconstruct a more accurate picture of media behavior. However, it is essential to fully understand the nature of this data in order to determine, based on the specific need, the most relevant association model.
Aurélie Vanheuverzwyn, Executive Director - Data and Methods

The book also highlights the challenges of hybridisation hybridisation In statistics, this is an approach that involves mixing two data sources which differ both in nature and in level in order to create a third, richer or more detailed one. Find out more , particularly in terms of data data Digital data Find out more access (legal constraints), the consistency of scopes and indicators, the quality of samples—which must remain a central concern—and the comprehensibility of models, which is essential for market confidence.

The place and role of AI in this equation are also at the heart of the analysis. Indeed, while AI today makes it possible to automate, analyze, and predict based on massive volumes of data, it also raises ethical and explainability questions that must be addressed through a multidisciplinary dialogue among all stakeholders.

The history of Audience Measurement Audience Measurement Quantitative study of the frequency of use of media. Find out more has always been one of balancing acts and reinvention. Today more than ever, adopting measurement systems that are open, governed, understandable, and accountable is essential to supporting all players in an increasingly complex media ecosystem.


* Advertising Seminars International. 2025 asi International Radio & Audio and Television & Video Conferences

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