Profiling & Targeting
Markets are fragmenting, spending on advertising is stagnating or declining, media consumption is breaking free from specific platforms, and so on. These developments are presenting advertisers, content developers and technology manufacturers with new challenges in the field of Profiling & Targeting. The traditional segmentation into viewers, listeners, surfers or mobile users is no longer adequate. Accurate targeting today requires far more detailed and diversified profiling which can break away from the traditional media and evolve into ‘cross-medial segmentation and profiling’. Furthermore, this segmentation must be continually adapted by building in feedback mechanisms (rating, tagging, audiometry, etc.). MICT therefore specialises in the development of innovative panel structures, feedback mechanisms, segmentation and profiling algorithms and market-economy solutions concerning the profiling and targeting of media content and advertising.