15 July 2022 → 14 January 2023
Regional and community funding: Special Research Fund
web browsing data TV advertising targeting measurement Contextual data
As a consumer we leave a constant trail of data behind. For companies looking to interact with consumers in a relevant way, this data is extremely valuable. We want to investigate how new data sources can improve customer experiences. The focus is on how web browsing data can help with both measurement and targeting in a TV advertising context.