The Future of Clean Rooms and Data Collaboration

The practice of data collaboration in the world of TV and video advertising is evolving in the face of changes to consumer privacy laws, regulations, and accepted norms. Today, the industry is investing heavily to transition to a new way of managing and supporting data collaboration to set itself up for a more sustainable future, […]

Privacy and the Future of TV Advertising

Privacy regulations and platform policies are creating significant uncertainties for the advertising industry and its data practices. With the rise of connected TV (CTV) alongside broadcast/linear, planning, activation, and measurement solutions have been iterating for a number of years, and privacy changes are only adding to the state of flux. To date, TV companies have […]

Future of ROI and ROAS Measurement

This report explores the most promising new developments in ROI and ROAS measurement,including MMM, singlesource, random control trials, MTA (a breed of singlesource which arosefrom digital), agent based modeling (ABM – MMM projected down to simulated household level),and other new methods. The cross-analysis of media spend and sales data to deduce the contribution to incrementalsales […]

truth{set} Household Identity Accuracy Project

CIMM collaborated with industry partners to support a new initiative, focused on improving the accuracy of Householding Identity. PROJECT OBJECTIVE Develop confidence scores that quantify the accuracy of the linkages between person-level identifiers (e.g. hashed e-mails) and households (as represented by postal address) BENEFITS TO ADVERTISING ECOSYSTEM ➔ A new service to validate the accuracy […]

Television Data Match Rate & Match Bias Study

This report is the final deliverable for a study commissioned by CIMM in late 2021, designed to explorevariations in match rates across a range of identity resolution (IDR) providers – and the reasons forthese variations. The study had a relatively simple objective – investigate the extent to which post-match televisionviewing profiles differed from the original […]

Industry Perspectives on the Transition to a Multi-currency TV Marketplace

The TV market is rapidly changing due to a number of factors which are too numerous to catalogue – spanning from changing consumer preferences to new data sets, distribution channels, monetization approaches and advertising models. TV measurement and currency have also evolved, but at a slower pace, resulting in an incomplete picture of even basic […]

Getting Attribution Right An Exploration and Best Practices for Television Data Inputs in Attribution Modeling September 2020

Attribution providers offer many different approaches, including relying on different modeling techniques and data sources. These different approaches frequently lead to different results and business decisions. CIMM sought to unpack this issue and learn a bit more about what drives the difference in attribution results. And share best practices in data inputs, where appropriate. Accurate […]

Guidelines for Planning and Buying Addressable TV Advertising

Digital media has established targetability and measurability as critically important capabilities for advertisers. Addressable TV advertising also checks both boxes. Addressable TV ads deliver relevant messages in a brand-safe environment to receptive consumers on the big screen.  This guide sets out a range of best practices for planning and buying addressable TV advertising in the […]

Go Addressable: Planning & Buying Guide for Addressable TV Advertising 2024

CIMM research reveals proven strategies for optimizing addressable tv advertising Go Addressable and CIMM partnered on in-depth research across buyers and sellers of addressable TV to unveil best practices for addressable TV advertising. The results are intended to provide actionable findings and be a guide for advertisers looking to implement or increase addressable TV in their […]