Passive audience measurement refers to the process of gathering data on the consumption and behavior of an audience without their active participation or awareness. This method utilizes advanced technology, such as sensors and tracking devices, to passively collect information on how individuals interact with media content, such as television shows, advertisements, and online videos. Unlike traditional methods of audience measurement, which rely on surveys and self-reporting, passive audience measurement provides more accurate and unbiased insights into audience engagement and preferences. This data is then used by media companies and advertisers to make informed decisions about content creation and marketing strategies.