Médiamétrie Debuts AI-Based Data Profiling Solution

French audience measurement agency Médiamétrie has launched a solution called Data Profiling, using AI to allow targeting of ad campaigns on catch-up TV through a box or online.

Médiamétrie analyses public behavior and market trends in the usage of television, radio, Internet, cinema, mobile telephony and cross media. Earlier this year, it launched a study called Global Audio, looking at the development and consumption of audio services in France.

The new Data Profiling solution has been developed to enable TV and Internet publishers to link a socio-demographic profile to their unqualified data about TV consumption or web site visits. For example, the solution identifies the composition and profile of individuals in households using catch-up on IPTV on their TV sets, as well as socio-demographic characteristics from cookies for web site users. The solution's AI methodology uses machine learning algorithms to select the optimal model for each data set to be qualified, and also builds on the data drawn from the company's TV and Internet panels.

Estelle Duval (pictured), Director of the firm's Data Department, says the new solution 'offers new and more precise targeting opportunities at the individual level compared to household-based targeting'.

Web site: www.mediametrie.fr .