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.