Kantar Media and Adwanted Group launch AI Observatory for Advertising
Posted: Wed Dec 18, 2024 8:41 am
While artificial intelligence (AI) - particularly generative - will have been at the heart of the challenges of the advertising market in France in 2023, and should continue to be so in 2024, Kantar Media, a specialist in media data collection, and Adwanted Group, a provider of media planning and inventory management technologies, announce the launch of an AI Observatory. Open to all contributors in the form of a collaborative platform, this AI Observatory aims to develop practices and technology in the field of artificial intelligence, for media and advertising in France, and, thus, anticipate market developments.
The AI Observatory aims to facilitate the analysis and interpretation of the quantitative measurement of television or radio campaigns, by simplifying the approach using mathematical models and statistical special database processing. While audience measurement is based on the extrapolation of data collected from a representative sample and probabilized, AI would make it possible to analyze much larger quantities of anonymized data for greater precision; and therefore ultimately, more efficiency for industry players.
AI for data analysis
Adwanted Group will make available the research of its R&D department in order to update the algorithm necessary for these new uses and volumes of data. Kantar Media will provide market analyses, measurements of consumer attitudes and behaviors, to define the data architecture of tomorrow. "With an extreme wealth of consumption variables, interests and aspirations, our studies make it possible to model multiple personae to deepen the measurement of audiences and the understanding of their media practices", specifies Denis Gaucher, CEO France of Kantar Media in a press release.
Gilles Santini will chair the scientific committee of the AI Observatory, whose mission will be to validate the relevance of the calculations at each stage of the projects.
The AI Observatory aims to facilitate the analysis and interpretation of the quantitative measurement of television or radio campaigns, by simplifying the approach using mathematical models and statistical special database processing. While audience measurement is based on the extrapolation of data collected from a representative sample and probabilized, AI would make it possible to analyze much larger quantities of anonymized data for greater precision; and therefore ultimately, more efficiency for industry players.
AI for data analysis
Adwanted Group will make available the research of its R&D department in order to update the algorithm necessary for these new uses and volumes of data. Kantar Media will provide market analyses, measurements of consumer attitudes and behaviors, to define the data architecture of tomorrow. "With an extreme wealth of consumption variables, interests and aspirations, our studies make it possible to model multiple personae to deepen the measurement of audiences and the understanding of their media practices", specifies Denis Gaucher, CEO France of Kantar Media in a press release.
Gilles Santini will chair the scientific committee of the AI Observatory, whose mission will be to validate the relevance of the calculations at each stage of the projects.