A New York-headquartered company that calls itself a specialist in analytics and technology for multi-currency, cross-platform advertising opportunities has forged a partnership with a top consumer insights firm designed to “enable the scoring of device-level TV viewing data sets with age/sex propensities” and other attributes for targeted advertising sales and pre- and post-campaign reporting.
This service will be offered to automatic content recognition (ACR) and set top box (STB) providers in the U.S. thanks to a just-signed partnership between datafuelX and MRI-Simmons.
To accomplish this, datafuelX’s modeling capability, profileX, will layer MRI-Simmons data, including age, sex and other demographic attributes onto the device-level TV viewing data sets. “Now, if an advertiser wants to run an addressable campaign against their desired demographic audiences, datafuelX’s model will identify the U.S. TV sets that are most likely to be viewed by those demos,” the company says.
For datafuelX, the product offering harbors the ability to help the industry deal with a growing issue of concern: the fact that certain states are starting to restrict the release of data including race/ethnicity and age to companies including Experian and Acxiom.
Howard Shimmel, Head of Strategy at datafuelX, commented, “The industry has long had the ability to profile device-level TV viewing data using household attributes like ‘Presence of a Male 18 to 24.’ With this new solution, we will be able to identify the TVs that are actually being viewed by this demo, based on the MRI-Simmons modeling attributes and actual viewership of that TV. ‘ProfileX’ can help the industry more broadly by being able to fill in important attributes that various states are restricting. These attributes are important for both evaluating the value of individual data sets and weighting to make them more usable.”
Brian Katz, Head of Advanced Advertising at MRI-Simmons, added, “By partnering with datafuelX, that same trusted data can be used to personify any ACR and set-top box datasets, allowing advertisers to run addressable campaigns against a desired demographic audience.”
This U.S. partnership follows datafuelX’s use of demographic modeling across five European and two Latin American countries for an undisclosed TV OEM.
— With reporting by RBR+TVBR in New York
