Electric Twin and The Times partner on synthetic audiences
Electric Twin said that Times ExplorAltion is an audience simulation tool built by News UK on top of Electric Twin.
Times ExplorAltion uses stripped-back subscriber behaviour, reader panels, engagement data and PAMCo industry data, which covers cross-platform measurement of publisher audiences across print, websites and apps.
The data is then fed into Electric Twin’s modelling platform to generate synthetic versions of The Times’ key audience segments. No personal data is used by the tool.
Electric Twin said that the tool would acts as a synthetic focus group of a The Times audience, sitting on top of News UK’s first-party data infrastructure.
The tool is targeted at advertisers and agencies planning campaigns with The Times and for News UK’s internal teams. Times ExplorAltion is currently offered as a value-added extra inside branded content deals with The Times.
Further News UK titles are also expected to adopt a similar approach, such as The Sun and the company’s broadcast brands.
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