NEW DELHI: In the offline world, it is not difficult to understand where you need to run your campaigns to get the attention of the voters you want to target.

The digital world, in contrast, is way too fragmented, often making it difficult for political parties to decide where to put their money on. But there is help at hand, especially when it comes to advertising on online videos.

Noida-based video data analytics platform Vidooly is one of them. Set up in 2014 with the aim of providing online video intelligence to content creators, brands, multi-channel networks, agencies and media companies, Vidooly now finds that its services are also being used by political parties.

"We are not helping the political parties directly, but we are working with several media buying agencies that run political campaigns on online videos on the basis of the intelligence provided by us," said Vidooly CEO Subrat Kar.

"The core competency of our company is to track and analyse the online videos to help our customers understand what content to create, what their audience is watching, and to help them understand the behaviour of their audience," he added.

Vidooly, Kar explained, gets its data from two sources -- one is to get it from platforms themselves, be it Facebook, Twitter or Instagram or other such platforms, or through their application programming interfaces (APIs).

"The other way is to mine the data to which we are getting access to through our partnership with the publishers. For example, we have partnerships with over 90,000 publishers and we get access to all the data related to the videos run by these publishers, like who are the people watching these videos and where they are located, etcetera," Kar said.

The company, which has over 100 employees, uses both Artificial Intelligence (AI) and Machine Learning (ML) to analyse data.