CIMM Launches Initiative To Define Current Practices In Cross-Channel and Cross-Device Identity Census Measurement

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Whitepaper will look to provide “state of the art” view into “identity” technologies


New York, NY, April 14, 2016 – The Coalition for Innovative Media Measurement (CIMM) today announced the commissioning of a whitepaper that aims  to provide a clearer understanding of the census-based methods for establishing consumer identity across multiple platforms and internet-connected digital devices that exist today, as well as for methods linking offline and online behavior, and outline best practices for development of such technologies moving forward.


The Whitepaper on Cross-Channel and Cross-Device Identity Census Measurement will aim to define the “state of the art” of census based efforts that look to identify individuals and households across devices and that are working to enable the next generation of cross-platform granular data for use in planning, activation and evaluation of cross-platform ad campaigns. The initiative will also describe the landscape of different companies involved in offering such technologies and identify any areas for further innovation by CIMM.


Specific issues that will be addressed in the whitepaper include:


  • What are the methods for matching both individuals and households across devices (smartphones, tablets, Smart TVs, and computers)?
  • What are the “deterministic” and “probabilistic” methods for matching both individuals and households between their offline media & shopping behavior (particularly TV viewing and purchasing data) and their online media & shopping behavior (across digital devices)?
  • What are there nuances in the quality of matching individuals based on the use of mobile/landline phone numbers, email addresses and household addresses?
  • Does research exist that validates what methods of identifying individuals are most accurate, and if so how have these studies been conducted and what are the conclusions?
  • How do large databases handle the matching processes and how are privacy concerns addressed? What are the best practices to be privacy compliant?

Evan Neufeld, a research industry veteran, with more than 20 years’ experience in developing and marketing digital research products and services for Fortune 500 companies, and who has held senior level positions at Ground Truth, comScore, m:metrics, NPD and Jupiter Research, has been selected to lead development of the whitepaper.

Neufeld will conduct interviews with various media companies and research vendors who are leaders in new device identity technologies and processes. Completion of the whitepaper is scheduled for Q3 2016.


“One of the most challenging aspects to advancement of true cross-platform measurement is the ability accurately identify households and individuals – in an unduplicated manner – as they consume content across the multitude of screens they use,” says Jane Clarke, Managing Director and CEO of CIMM.  “There are various technologies and methodologies emerging for this purpose. But, as this is still a nascent technology, CIMM members want to understand the strengths and weaknesses of different approaches.






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.


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