Roy Morgan enhances its digital audience measurement and cross platform data
Roy Morgan has re-engineered its digital audience measurement data from the ground up to ensure it represents the most accurate view of weekly and monthly digital audience and cross-platform performance and audience profiling.
The programme of enhancements has been in development over the last twelve months and is based on client feedback and an exhaustive market review.
With the focus now more than ever on ‘future proofing’ to accommodate the rapidly changing technology and privacy environment, Roy Morgan’s enhanced digital audience data complements the stated position of the World Federation of Advertisers, namely, one that is:
- privacy compliant: opt-in digital panellists passively collect online behaviour with no re-identification of users
- future proof: not reliant on cookies, trackers or tags, adapting to changes in the browser, platform and operating systems without affecting functionality
- best-of-breed approach: aggregated and anonymised device data validated against a ‘Single Source’ digital panel for accuracy and scale Roy Morgan has pioneered a ‘digital calibration engine’ which uses algorithmic fusion to integrate these multiple, independent data sources to estimate the final digital audience data.
At the same time, Roy Morgan has collaborated with our existing clients to iterate the development and validate the enhanced data.
Roy Morgan’s digital calibration engine is multi-media aware at its core, with the ability to de-duplicate audiences across not only devices but also across all other media such as print, terrestrial and streaming TV, radio, outdoor and cinema. This ongoing commitment to multi-media measurement through a Single Source framework has been unwavering over the years and this latest enhancement to digital audience data means our agency and media clients continue to have an uninterrupted set of detailed digital and media audience data trends at their fingertips.
Release of the enhanced unique digital audience data will occur in two phases:
Phase One: beginning with the September 2022 media release, 28 months of enhanced weekly and monthly digital audience data (from July 2020) for news publishers and financial services sites will be released, enabling like-for-like year-on-year comparisons.
Phase Two: all remaining digital audience and online data will be released to market with the December 2022 media release.
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