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Project
How contextual data can enable relevant customer experiences
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.
Date:15 Jul 2022 → 14 Jan 2023
Keywords:TV advertising, web browsing data, measurement, targeting, Contextual data
Disciplines:Advertising