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New York Magazine’s essential online entertainment resource Vulture this week posted a video that ought to be of great interest (if not incredibly useful) to anyone who follows movies or television. It’s a primer of sorts for the upcoming theatrical film “The Avengers: Age of Ultron,” which will likely be the biggest of all the summer blockbusters thundering our way.

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According to Simulmedia CEO Dave Morgan, his company has “moved from digital into television … with people-based measurement tools. [The industry is] on steroids [and now] companies can deliver tens of millions of points of data.” And yet, he admitted that the industry is a couple of years away from a meaningful percentage [20%] of the media buying and selling business adopting this method. But the momentum is there as the industry continues to evolve, capitalizing on better technology, cloud based solutions and learnings from past measurement experiences.

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