The Nielsen Comapny (us), LLC

Holly McCoy

Meryem Berrada

Oscar Blanco

In one example, a method is described. The method includes: obtaining network traffic data characterizing network activity of devices coupled to a network at a media exposure measurement location, processing the network traffic data to generate, for each of multiple devices: activity parameters, each characterizing a network activity of the device, processing the activity parameters using an IoT classification model that includes a decision tree having: (i) multiple internal nodes, each internal node associated with an activity parameter threshold, and (ii) multiple leaf nodes, each leaf node associated with either the IoT device type or the other device type, based on the decision tree, selecting, from the device identifiers included in the network traffic data, a target device identifier corresponding to a leaf node in the decision tree that is associated with the IoT device type, and outputting the target device identifier.

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Oldsmar, FL, United States of America

Holly McCoy