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Cross-media measurement with Virtual People

Jim Koehler
Google LLC (2021)


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.