CHICAGO — If you haven’t yet heard of 4C Insights, the data science company that just acquired Teletrax, the scale of insights it is processing suggests you soon will.

The Chicago-based company is helping advertisers better understand how to target users of social networks by comprehending their response to brands, interests and media behaviour.

“We look at over 1.5 billion user profiles, 250,000 interests, 50,000 brands and 6,000 TV programs on a regular basis, and we map the connections between all of those entities, which is literally trillions of nodes’ worth of data,” CEO Lance Neuhauser tells Beet.TV in this video interview.

He says brands don’t want to target consumers based on reach and demographic any more, because the media landscape has become so fragmented and unpredictable.

“We also start to ingest set-top box data in which we’re looking at millions of households’ second-by-second data, every single button that’s pressed on the remote control,” he adds.

“We overlay over 29 different categories of information so we can see who’s tuned in to what program, whether they’re fast-forwarding through commercials and those that are viewing commercials, what their persona is.

“We also ad occurrence information that spans over 60 countries, over 2,000 channels, 600,000 commercials a day.”

This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax.