For all the hype, machine learning is little more than a way a computer takes a set of existing data and looks for the patterns, in order to make a call as to the likely future outcomes based on new input.<\/p>\n

That means the technology of the future will depend heavily on the outcomes of the past.<\/p>\n

But the effect, nevertheless, could be to unlock big future growth. In this video interview with Beet.TV, Gaurav Shirole<\/a> of 605 imagines a future in which the predictions<\/a> are informed by a body of personal effects research.<\/p>\n

“Our dream is to be able to tie that back to qualitative research so that, in the future, we have our attribution outcomes mapped to a focus groups that might involve neuroscience data collection on skin response or temperature, eye tracking, and all of those things,” says the SVP of product and client analytics.<\/p>\n

“If you can build a really, really big data set of the performance of ads and then go further up the cycle of creative production, hopefully there’s a future – in the next three to five years – where you might even understand the brand effect or the sales effect of a storyboard, based on thousands and thousands of campaign outcomes that have been mapped through a variety of different processes.”<\/p>\n

605<\/a>\u00a0provides aggregate set-top box and automatic content recognition (ACR)\u00a0from<\/a>\u00a021 million households.<\/p>\n

It combines viewing data from:<\/p>\n

\n
• Charter Communications\u2019 Spectrum cable subscribers.<\/li>\n
• Inscape, the company taking actual viewing data from Vizio TVs using automatic content recognition (ACR).<\/li>\n<\/ul>\n

  The company was recently enlisted<\/a>\u00a0by Discovery Inc. to provide advertisers with outcome attribution for TV ads seen by 40 million households.<\/p>\n

  This video is part of a series of interviews conducted during Advertising Week New York, 2019.\u00a0 This series is co-production of Beet.TV and Advertising Week.\u00a0 \u00a0The series is sponsored by Roundel, a Target company.\u00a0 Please see more videos from Advertising Week\u00a0right here<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

  For all the hype, machine learning is little more than a way a computer takes a set of existing data and looks for the patterns, in order to make a call as to the likely future outcomes based on new input. That means the technology of the future will depend heavily on the outcomes of […]<\/p>\n","protected":false},"author":15,"featured_media":62889,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8108],"tags":[5883,8151],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/62875"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=62875"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/62875\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/62889"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=62875"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=62875"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=62875"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}