Data Profiling

Determining the profile of individuals to optimise TV and internet ad targeting

How can a socio-demographic profile be associated with TV and internet consumption data?

Identifying who is sitting in front of the screen is a key issue for the online advertising world because this information can be used to improve the impression rate delivered on the target. Along with Data Checking and Data Enrichment, Data Profiling enables TV and internet publishers to associate a socio-demographic profile with their unqualified data for consumption of TV programmes or visits to websites.

Data Profiling allows us to determine the profile of individuals to optimise TV and internet ad targeting

  • Determining the socio-demographic profile of the users for whom this profile is not completed
  • Identifying the profile of individuals from households that consume catch-up TV
  • Predicting the socio-demographic characteristics of cookie visitors on the internet

Data Profiling relies on an innovative artificial intelligence-based method which implements an exclusive and optimal model selection system for each dataset to qualify using machine-learning algorithms. This method also relies on data from Médiamétrie’s TV and internet panels.

Results that are customised according to the dataset to qualify.

Confidence interval calculus

Sample size or target in the sample

n =

Proportion observed in the sample or on a target in the sample

p =

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

Test of significance of the differences between two proportions

Used to assess whether the difference between 2 proportions is significant at the 95% threshold

Proportion

Sample size

1st sample

%

2nd sample

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

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