Raw log-level data

Each pageview fires one (or more) pixel(s) that generates a single log line. These log lines contain date, time, IP, User Agent, Cookie identifier, and more. Raw log-level data refers to these data.

Deep learning

A method of machine learning that relies on automatic pattern recognition based on large amounts of raw log-level data. This is the base engine of the FIAM 2.0 reporting.

Device reach

The unique number of devices reached by the measurement. A single person can own multiple devices.

Device type information

Information extracted from the User Agent identifying is the device is a mobile, desktop, etc.

Geographical information

IP addresses carry information regarding location of origin of traffic.

Census data

Information pulled from the population census, either from Eurostat or Statistics Finland.

Panel data

Observed panelists contain information on age, gender, education, income, etc.

Probabilistic modeling

A method of distributing devices to human based on a synthetic population approach.

Human reach

The number of unique humans reached by a campaign

Statistical extrapolation

Up-scaling reach and sessions by the consent rate of raw log-level data, and downscaling to target group panelist ratio

Profiled reach

Total human reach distributed onto target groups