False Positive

July 24, 2012

See also: False Negative

CIMM DEFINITION: A mistake in processing or interpretation of data where actual results are normal but the interpreted results are not normal. Within virus protection, for example, software that looks for “virus-like behavior” will register false problems – viruses where none exist. Opposite of false negative.

2. False positives mean cases where TV set is off but STB is on. Specific to STB data. (Source: TRA)

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“It has never been more crucial for the industry to advance cross-platform measurement and television attribution, but this within itself cannot be achieved in silos. Instead, it requires a collective industry-wide commitment and CIMM is the conduit for which the industry can articulate their needs and steps required to decide a best path forward through collaborative, data-driven research.”

Bharad Ramesh Executive Director, Research & Investment AnalyticsGroupM

“…Research is everybody’s business now. There are so many eyeballs that aren’t being captured by existing measurement tools. We need to bring more people together and engage in identifying and testing solutions. That’s where CIMM comes in.”

Colleen Fahey RushEVP, Chief Research Officer, Paramount

“To bring the best in class cross-platform advertising technology to our clients, we need to ensure that the industry is developing it in a manner that best suits our needs. Our involvement with CIMM helps accomplish that.”

Kate SirkinEVP, Global Data Partnerships, Publicis Epsilon

False Positive

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