Serving content

Apparatus for serving content to audience devices on a network in response to audience movement signals responsive to audience movement between a plurality of geographical entities and to process the movement signals with audience area data representing the plurality of geographical entities;

• the apparatus comprising at least one processor configured to perform the steps of:
• clustering the entities by processing the audience movement signals with the audience area data to define a plurality of entity clusters;
• quantifying audience similarity for selected pluralities of the geographical entities by obtaining similarity scores for entities in different entity clusters;
• allocating similar entities to a holdout group and a preferred group in response to their quantified audience similarity;
• and
• preferentially transmitting content signals to audience devices for audience members in the preferred group, thereby establishing an optimal audience device configuration for subsequent measurement of audience uplift.

A non-volatile computer-readable medium having instructions stored upon it wherein said instructions configure a computer system for serving content to audience devices on a network in response to audience movement signals responsive to audience movement between a plurality of geographical entities and to process the movement signals with audience area data representing the plurality of geographical entities by performing steps of:

• clustering the entities by processing the audience movement signals with the audience area data to define a plurality of entity clusters;
• quantifying audience similarity for selected pluralities of the geographical entities by obtaining similarity scores for entities in different entity clusters;
• allocating similar entities to a holdout group and a preferred group in response to their quantified audience similarity;
• and
• determining to transmit content signals to audience devices for audience members in the preferred group, thereby establishing an optimal audience device configuration for subsequent measurement of audience uplift.