GfK Audience Ascription Modelling

Close your measurement gaps

Make a true “apples-to-apples” comparisons of your performance with the huge numbers delivered by our online census measurement.

Get in-depth knowledge for the longtail

Enjoy the advantages of both the in-depth profiles from the panel and reliable information on the longtail of digital channels.

Understand reach and frequency

Evaluate cross-use of measured digital properties and cross-device use for reach and frequency figures.

Get granular details and insights about your audience

Undertake granular analysis in a fully integrated, respondent-level dataset.

Enrich cookie data while staying compliant

Use panel information for cookie enrichment to be used in online trading, for instance integrated into your own data management platform.

Integrate data sets for a complete view

Connect the right data from different sources, systems, and agencies to fully understand your audience.

The use of online panels to derive deep and high-quality information about website audiences is standard practice. Panels provide insight into the cross-use of measured digital properties and cross-device usage for reach and frequency figures. However, as the media market has fragmented, it has been challenging to measure smaller, digital channels (‘the longtail’) as these need a huge sample size to report valid data, including sites and campaigns with a small reach. GfK’s Audience Ascription Modelling provides the solution.

Our Audience Ascription Modelling complements our media measurement platform, which serves as the industry gold standard for audience measurement.

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Life@GfK

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GfK offices around the world

Close the measurement gaps to understand small digital audiences

Insights for a 360-degree understanding of your audience

Close your measurement gaps

Get in-depth knowledge for the longtail

Understand reach and frequency

Get granular details and insights about your audience

Enrich cookie data while staying compliant

Integrate data sets for a complete view

Delivering panel-standard measurement quality for digital channels

GfK Experience Effects

GfK Marketing Mix Optimizer

GfK Ad Fit Optimizer

How brands can embrace premiumization to outpace deceleration

The Future of Data-Driven Decisions

6 Macro trends for Consumer Technology and Durables in 2022

Shoppers prefer organic – what’s new?

Pricing and promotion in 2021: Six steps to success in Q4

Against all odds: Successful sales planning for Black Friday

Webinar: Shoppers’ behavioral response in times of instability

This is RegioGraph 2022

Mastering supply, demand, and consumer needs in a time of uncertainty

Search for jobs

Our teams

Featured locations

Life@GfK

About GfK

Our heritage

GfK facts and figures

Our executive Leadership Team

Our social charter

Our code of conduct

GfK offices around the world

GfK Audience Ascription Modelling

Close the measurement gaps to understand small digital audiences

Insights for a 360-degree understanding of your audience

Close your measurement gaps

Get in-depth knowledge for the longtail

Understand reach and frequency

Get granular details and insights about your audience

Enrich cookie data while staying compliant

Integrate data sets for a complete view

Delivering panel-standard measurement quality for digital channels

Learn more about how the global pandemic has impacted media and advertising

GfK Experience Effects

GfK Marketing Mix Optimizer

GfK Ad Fit Optimizer

How brands can embrace premiumization to outpace deceleration

The Future of Data-Driven Decisions

6 Macro trends for Consumer Technology and Durables in 2022

Shoppers prefer organic – what’s new?

Pricing and promotion in 2021: Six steps to success in Q4

Against all odds: Successful sales planning for Black Friday

Webinar: Shoppers’ behavioral response in times of instability

This is RegioGraph 2022

Mastering supply, demand, and consumer needs in a time of uncertainty

Stay in the know