Transform your media data and other sources into actionable insights
Data is only meaningful if it is actionable.
We help clients in three ways:
Data Science
Develop sophisticated models and algorithms to solve complex problems and offer custom solutions
Data Integration
Integrate a wide variety of data sources using advanced statistical modelling to improve reliability of results
Research Consultancy
Design samples, recruitment strategies, measurement tools and surveys to aid business planning
ABOUT DATABREEDERS
Smart insights on cross media measurements
With 30+ years of experience in audience and media research, we reinvented the way in which Big Data and innovations in the IT field are used, analyzed and interpreted. We integrate innovative solutions -scalable and custom oriented- to exploit at our best the opportunities of this new Digital Era.
WHAT WE DO
Algorithms and Quality Controls
for media currencies
As data experts, we operate in different areas but always with the same goal: to make your data actionable and give you smart insights.
HOW WE DO IT
INTEGRATION
Algorithms aimed at integrating different data sources
HOW WE DO IT
MODELS
Models to calculate aggregated metrics, such as cross media reach&frequency
HOW WE DO IT
GOLDEN RULES
Drafting of golden rules for data analysis and compliance checks of individual applications.
HOW WE DO IT
STATISTICS
dataBreeders provides statistical and methodological consultancy.
In recent years, advertisers have called for unified campaign metrics across all platforms and media. The new SpotOn measurement reports profiled contacts, reach and frequency across different devices. Finland is one of the first countries in the world to successfully measure unified campaign metrics across all broadcast platforms.
The SpotOn measurement incorporates advertising on broadcasters’ TV channels, streaming services and online video. The method and modelling behind the measurement is developed by dataBreeders, with whom Finnish commercial broadcasters MTV Oy and Sanoma Media Finland signed a multi-year contract back in 2022. The SpotOn measurement uses broadcaster ad server data, TV meter spot data and streaming data from router meters (operated by Finnpanel). A bespoke reporting tool has been created, reporting unified contacts and de-duplicated reach on a campaign level
daily and in all key target groups.
The new SpotOn measurement has been developed as a joint industry project involving all the Screenforce Finland member companies (MTV Oy, Sanoma Media Finland, Warner Bros. Discovery and The Walt Disney Company Nordic & Baltics). The development project consisted of many phases starting from a comprehensive request for proposals and continued by a proof of concept. After a successful testing phase in May 2023 dataBreeders delivered a currency-grade measurement, after which the broadcasters and dataBreeders collaborated further on the reporting tool and
documentation.
The newly appointed Head of the SpotOn measurement will be Riina Aho, who has an extensive career in media, research and measurement in Finland. “SpotOn provides useful information to help you analyse advertising campaigns more effectively. The key features of SpotOn measurement are reliability and transparency, as well as other common quality standards. To reinforce transparency, the measurement methodology has been validated by an external contractor. The measurement is open to others joining, if they meet with technical criteria.” says Riina Aho.
Screenforce Finland members have over 15 TV channels, representing all the measured Finnish commercial TV market and 250M€ in advertising sales (Screenforce commercial TV landscape report, 2023).
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WATCH US
EMRO 2024
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EMRO 2023
"The recipe for TTVAM Finland"
ASI CONFERENCE 2020
"Multi-dimensional Isotonic Fusion: Capturing the complexity of online behaviour"
ASI CONFERENCE 2019
"Knossos' palaces and Escher's perspective: the challenges of micro and macro modelling in TV measurement"