Mail.Ru Group has set up targeting of online advertising on psychotypes
Mail.Ru Group launches a new type of online advertising targeting. It focuses on the psychotypes of users. This will increase the effectiveness of ads and make them more personalized, Kommersant reports, citing company representatives.
The new targeting calculates the personality type of the advertising viewer by 5 parameters: extraversion, benevolence, conscientiousness, emotional stability and openness to experience.
The presentation of advertising information is selected according to the nature of the potential respondent. For example, responsible but closed people are better suited to accurate data with an emphasis on their personal benefit from a particular offer, they specify in Mail.Ru .
To teach the system to understand people, the Department of Big Data Mail.Ru Group and the Research@Mail project.Ru interviewed several hundred thousand social media users, and then built algorithms to determine personality types using machine learning.
According to the company’s representatives, the use of this targeting technology has increased the memorability of one of the brands by 8%.
According to the publication, a similar technique is also used in Yandex.
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