![An Insider's View of the Biggest Trends in Social and Mobile [VIDEO]](https://helios-i.mashable.com/imagery/archives/02xpdoJo5Bkzn0d8rCBiCTi/hero-image.fill.size_1248x702.v1647020802.jpg)
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As the CEO of Digital at Nielsen, Jonathan Carson has as a unique vantage point into the world’s biggest trends in technology, media and advertising.
Earlier this month at SXSW, we had a chance to catch up with Carson, who arrived at Nielsen after his startup BuzzMetrics was acquired by the analytics giant in 2007.
We chatted with Carson about the impact that smartphones are having both in the U.S. and in the developing world, the implications the second screen is having on marketers and how his company is attacking the issue of measuring influence online.
Carson also cast some predictions for the future and what might become possible in the world of measurement in the years ahead. Check out the video above for the interview.
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