Mail.ru Group introduced new targeting method for online advertising based on personality types. The company expects this will make advertising more personal and increase its efficiency.
New targeting method is based on Big 5, a model for identifying personality type according to five basic factors: openness to experience, conscientiousness, extraversion, agreeableness and neuroticism. Mail.Ru Group Big data Department and Research@Mail.Ru project questioned several hundred thousand social media users to form a learning sample. After the survey they used machine learning to make models for personality type identification.