How Multi-Screen Consumers Are Changing Media Dynamics

The media landscape as we know it is rapidly changing, driven by the expansion of consumer viewing habits from TV alone to the combination of digital platforms and TV. Innovative upstarts that make TV content available on digital platforms, major media companies enabling their content online and on mobile, and the rapid adoption of smartphones, […]

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, […]

Smart(er) TV Data for Measurement Initiative

Smart TV data is a vital input for media measurement solutions as it provides a view of traditionaltelevision whose viewing is decreasing and newer over the top (OTT) viewing and activities whoseviewing is increasing, has national representation, and scale of data to support advance buyingand measurement insights. This project’s objective is to assess the various […]

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 […]

CIMM Convergent TV Measurement Guide: Understanding Innovation in Video Measurement 

CIMM’s Convergent TV Measurement Guide is intended to provide a broad overview of theofferings and methodologies provided by many of the leading TV measurement providersoperating in the US market. It is based on an extensive, six-month process of engagement withthe industry and peer review by a wide range of leading industry stakeholders. It represents themost […]