"Agency 2" started a software platform according to the analysis of TV viewing

2020: Start of a software platform according to the analysis of TV viewing

"Agency 2" (advertizing agency of a full stroke as a part of GS Group holding), one of telemetering systems in the Russian Federation, announced on January 14, 2021 start of a software platform according to the analysis of TV viewing.

The software processes depersonifitsirovanny data of own piplmetrichesky panel "Agencies 2" and uses them as a standard for modeling of a social and demographic and behavioural profile of each TV viewer who is turning on a sex, age, income level and educations, consumer preferences and patterns of behavior. Data are recovered by means of machine learning technologies, artificial intelligence, enrichment and processing of Big Data.

A system analyzes behavioural patterns of 3500 households participating in a research and using machine learning recreates profiles of all clients of the Tricolour using for viewing the device with a feedback according to these data. Data retrieveds are extrapolated to all subscriber base of the operator with an accuracy of 98% by a number of parameters. Parameters are used as basic (a sex, age, income, marital status, structure of a household), and expanded (interests, gastronomic and sports preferences, existence of pets). In total the platform makes data analysis by several hundred parameters united in 25 groups. At the expense of the deep analysis of bigger amount of data a system allows to increase the accuracy of ratings of TV viewing, so, to enhance the involvement of the audience, it is better to create content grid, to provide to advertisers more exact data on the audience and to increase the accuracy of targeting of advertizing content.

The solution allows to analyze TV viewing on different platforms of receiving a TV-signal: mobile devices, linear TV, web and mobile OTT, VOD and also the user behavior when viewing advertizing content.

The software platform was specially developed for the agency and is completely Russian product.

Software platform — the tool for processing of data array which receives Agency 2. Use of machine learning allows to develop predicative functions and to predict behavior of the viewer. Otlichitelna systems capabilities for the Russian market of distance measurements, they can be used for the analysis of audience and other operators — the director of the special projects "Agencies 2" Denis Beloslyudov noted.