700390Market study of the commercial viability for using cross platform data to improve consumer targetingClosedGRD Proof of MarketInnovate UKThe proposal is to examine the market demand for building a cross platform analytics tool which will seek to pool and analyse internet , televsion and mobile data for targeting purposes . The method is to demonstrate the potential for using the consumption and transaction patterns of individual consumers in a way that delivers a more holistic approach to subscriber profiling. The commercial rationale will suggest that enhanced profiling can provide network operators with a way to monetise consumer data by onselling refined analytics. These will have much value as targeting mechanisms for advertising purposes. Zap will use an existing draft business model and a technology demonstrator which it has recently created to show how this could actually work in practice. It uses basic TV audience viewing data and builds out targetable clusters which can then be used for enhanced advertisement delivery