datafuelX and MRI-Simmons bring demographic modeling to TV

datafuelX and MRI-Simmons Bring Demographic Modeling to TV

NEW YORK, NY — datafuelX, the specialist in analytics and technology for multi-currency, cross-platform solutions, announced a partnership with MRI-Simmons, the leading provider of insights on the American consumer, to enable the scoring of device-level TV viewing data sets with age/sex propensities and other MRI-Simmons 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 US.

To do this, datafuelX’s modeling capability, profileX, layers 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.

Aside from the basic applications, this solution has the ability to help the industry deal with another growing issue: the fact that certain states are starting to restrict the release of data – such as race/ethnicity and age – to companies like Experian and Acxiom.

“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,” said Howard Shimmel, Head of Strategy at datafuelX. “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”.

“As one of the most representative, single-source datasets on consumer behavior, MRI-Simmons has been a trusted resource for media planning and advertising sales for decades and was quickly adopted for TV in the early days of data-driven linear,” said Brian Katz, Head of Advanced Advertising at MRI-Simmons. “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 success with demographic modeling across five European and two LATAM countries for a leading TV OEM.