As digital advertising continues to evolve, cross-media measurement has become a tool for advertisers seeking to understand the reach and impact of their campaigns across various platforms. To enable it, Fifty5Blue collaborated with the industry as part of the Origin cross-media measurement initiative to create a Virtual People Model. This model is based on Fifty5Blue’s representative panel of media consumers that is used for model training and ensuring comprehensive data insights across different media outlets. Until recently Fifty5blue was trading under the Kantar Media brand.
In one of the key steps of this process, Fifty5Blue had to enrich their panel with data from participating media publishers who collect advertising impression logs on their platforms. Two critical business requirements were established:
- Fifty5Blue needed to keep user membership in the media panel private from media publishers but at the same time receive impression logs from…
