Media were once easily defined by their devices: television programs were seen only on TV sets; magazine news and feature articles were seen only in print; radio broadcasts could only be heard on a radio set. The challenge today is understanding media consumption in a fragmented landscape. GfK’s digital-first measurement platform provides the foundation for true cross-media measurement.
The GfK Measurement Platform captures and quantifies cross-media consumer behavior, across all devices, helping you to:
With over 50 years’ experience in media measurement, we are the trusted experts delivering media currencies worldwide. Our unique single-source cross media panels cover PCs, tablets and mobile, and we enrich our audience measurement platform with a variety of data sets to fully understand consumers and their media behavior. We integrate this with existing panels and further enhance with additional GfK datasets and third-party data. We can then extract further value using data science techniques such as hybrid algorithms, data fusion and Audience Ascription Modelling