CROSS-SCREEN MEASUREMENT ACCURACY IN ADVERTISING PERFORMANCE
The present invention is directed to statistical methods for measuring cross-screen efficacy as it relates to advertising. The improved statistical methods provide the ability for advertisers and advertising agencies to predict the behaviors of consumers based on their aggregated cross-screen behavior. The system creates a new output that includes optimized user segments and classifications. A second part of the output is improved measurement and prediction of future consumer behaviors based on the processed multisided data on cross-screen behavior.
1 . A method for quantifying efficacy of an advertising campaign, the method comprising:
identifying a target audience based on one or more demographic factors; for a consumer in the target audience, identifying two or more display devices accessible to the consumer, wherein the two or more display devices comprise at least one TV and at least one mobile device, and wherein the identifying utilizes a device graph constructed from an aggregation of TV viewing data and online behavioral data for the consumer;
monitoring delivery of two or more items of advertising content to the consumers in the target audience, wherein the two or more items of advertising content comprise video content and are scheduled for delivery on the two or more devices;
receiving a confirmation of whether each of the consumers viewed each of the first and second items of advertising content; and
utilizing the confirmation in calculation of a deduplicated reach for the advertising campaign.