Combining Set Top Box and Smart TV ACR Data

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CIMM elected to execute an industry study to pursue the advancement of measurement and
reporting of commingled Set Top Box and Smart TV ACR data. The project goal was as follows:

Assess the strengths and weaknesses of Smart TV ACR and Set Top Box data to inform best
practices for combining them at the household level to create granular nationally representative
data sets for linear TV programming and advertising use cases.

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