Complete Cross-Platform Measurement Of Content In Sight, But Approach Still Lacking For Unduplicated Reach

February 1, 2018

CIMM assesses the state of cross-platform measurement at 7th annual summit


New York, NY, February 1, 2018 –The Coalition for Innovative Media Measurement (CIMM) today gathered executives from across the media buying and selling industries at the 7th Annual Cross-Platform Media Measurement & Data Summit – the industry’s annual gathering to assess the state of audience measurement.

The Summit provided an up-to-date look at the state of global cross-platform measurement from the point of view of marketers, media companies, agencies and programmatic providers.

In kicking off the Summit, Jane Clarke, CEO and managing director, noted that the industry has made notable progress over the past year, with complete cross-platform measurement of content now closer to a reality, even if there are still significant gaps.

Clarke identified that the influx of more STB and Smart TV data has been integrated into measurement solutions for TV measurement in local markets, and also to provide ad exposure data, which has significantly improved TV and cross-media attribution measurement. But she said the industry still lacks measures of cross-media unduplicated reach.

Clarke also updated attendees on a number of CIMM initiatives including:

  • The implementation of a pilot test for use of Kantar Media’s open standard audio watermark technology that enables binding directly into video assets of standardized identifiers for both ads through Ad-ID and for content through EIDR. The technology is currently being evaluated by SMPTE.
  • Efforts to advance a workable method of complete cross-media measurement for children and teens. CIMM, working with various vendors, is in the process of testing passive technologies from router meters to mobile device meters for digital measurement, facial recognition and automatic content recognition for television to find a solution that is scalable.

CIMM also introduced two sponsored studies at the summit. The first was an analysis of Attribution and Market Mix Modeling providers, conducted through a comparison on matching criteria. The Attribution Provider Comparison  was conducted by Sequent Partners in conjunction with the 4A’s.

The second was a study conducted by Artie Bulgrin, EVP, Insights and Strategy, MediaScience, on the challenges to launching the new cross-media audience measurement standard developed by the Media Rating Council and to assess whether the industry is ready for individual ad ratings.

Additional sessions included a fireside chat with Rishad Tobaccowala, Chief Strategist at Publicis Groupe on the current and future state of media measurement and a roundtable discussion with The ARF, ANA, 4A’s and Media Rating Council, about their measurement “wish lists.”

Additionally, a panel of buyers and sellers including Fox Networks, Bank of America and Hearts & Science, spoke to what they want to see in the measurement space. The Summit included top industry thought leaders from A+E Networks, Disney-ABC Television Group, Accenture, Facebook, The Coca-Cola Company, NBCUniversal, Turner, Google and Magna.

 “We’ve seen tangible progress made over the past year toward true, cross-platform measurement, but it’s critical all sides remain involved to help guide it towards a suitable path for everyone,” said Clarke. “This Summit provides an opportunity for the media buyers and sellers  to come together to find workable solutions. This is such a dynamic time of research and development, and the need for all facets of the industry to come together and align on solutions is critical.”



About CIMM

The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies and advertisers that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video. CIMM explores and identifies new methodologies in audience measurement and verifies these approaches through a series of pilot tests and studies conducted with independent measurement companies. CIMM’s primary focus is on two key areas: the current and future potential of television measurement through the use of return-path data, and new methods for cross-platform media measurement.