Lotame introduces Precision Audiences to boost its data accuracy
The DMP is now employing machine learning to find more accurate sets of gender/age-based segments of users.
Data providers are increasingly looking to differentiate themselves with assertions of a higher level of accuracy.
Recently, for instance, predictive analytics firm EverString launched a new platform that it said offered twice the standard rate of accuracy for its business data. And now, data management platform Lotame has launched Precision Audiences, which it says results in higher accuracy levels than industry benchmarks.
In Precision Audiences, SVP and GM Jason Downie told me, a seed audience segment of known user profiles — grouped by gender and age range, such as female, 18-34 — is used to create a model for a machine learning engine, which is then trained on a separate segment of profiles.