Cross-media measurement with Virtual People
Abstract
We introduce methods for efficient and privacy-safe modeling of reach and the demographic composition of cross-media campaigns. Cross-media campaign traffic is composed of two parts: digital
and TV. Digital traffic is estimated based on event-level data available in server logs. TV traffic is
extrapolated from a combination of panel and set-top-box or smart-TV data. The Virtual-People
methodology introduced in paper "Virtual People: Actionable Reach Modeling" allows for efficient measurement of digital audiences. In this paper
we extend this methodology to work with the extrapolated data sources associated with TV data,
thus generalizing it for cross-media measurement.
and TV. Digital traffic is estimated based on event-level data available in server logs. TV traffic is
extrapolated from a combination of panel and set-top-box or smart-TV data. The Virtual-People
methodology introduced in paper "Virtual People: Actionable Reach Modeling" allows for efficient measurement of digital audiences. In this paper
we extend this methodology to work with the extrapolated data sources associated with TV data,
thus generalizing it for cross-media measurement.
Research Areas
