DatafuelX Gets Patent for Tech That Predicts Reach And Frequency Of Cross-Platform Campaigns

Image courtesy of datafuelX

In a more complicated media world, advertisers looking to plan and execute cross-platform campaigns complain that the basic building blocks for evaluating a media plan–reach and frequency of exposure–have been all but impossible to accurately determine.

The concern has hamstrung the growth of spending on connected TV in particular and television in general.

Analytics company datafuelX on Wednesday said it received a U.S. Patent for the technology behind its dynamic reach and frequency tool, precisionX. The technology lets datafuelX to create exposure models of linear audiences, enabling the measurement of convergent campaigns across traditionally siloed channels including linear, addressable and digital.

Using the technology–covered by the U.S. Patent No. US 12,229,798 B2–precisionX models individual viewership characteristics and incorporates real-time exposure data and then dynamically exports consumer ID files grouped by exposure levels. This allows more precise targeting with predictive analytics and individual-level forecasting.

The individual-level forecasted impressions can be aggregated at the campaign level to project how many linear TV exposures an individual consumer will receive. That can be linked to addressable media platforms to assure advertisers that those impressions are complementary to linear exposure, the company said.

“Today, the lack of control over linear and CTV reach and frequency results in wasted impressions among consumers receiving excessive ad exposure. This is driven by an increasingly fragmented viewership landscape and distinct ad delivery systems, preventing a holistic view of consumers and posing challenges for both buyers and sellers,” said Howard Shimmel, head of strategy and board member at datafuelX.

“With precisionX, we can enable publishers to deliver an integrated cross-platform campaign, providing true cross-platform reach and frequency currency management, and more targeted, effective campaigns with far less waste,” said Shimmel, formerly the long-timei head of research for Turner Broadcasting.