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Normalised Data feature mitigates sampling bias that might appear in the age and gender representation using census data available at a country level. By means of statistical modelling and extrapolation, Normalised Data corrects representation proportions between different target groups such as male and female, as well as segments containing lower user numbers.
The beta release of the feature is an optional add-on available in the OOH Planning & Activation platform. To activate Normalised Data, simply tick the checkbox “Normalised data” while defining your audience in the planner to get higher targeting precision for gender and age representation, and accurate capture rate for each target group. The feature is available in 16 countries across Europe, USA, UK, APAC, LATAM and Africa regions.
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