Hashed ID

July 24, 2012

See also: Anonymization, De-Identify

CIMM DEFINITION: The result of anonymizing MAC addresses or other identifying information about the household or Set-Top Box. Results in a STB identifier per each data record that cannot be matched back to the original household, viewer or Set-Top Box.

NOTE – In some cases hashing is carried out daily which destroys ability to do Reach / Frequency / Frequency Distribution / ROI reporting because there is no persistent anonymous household identifier in those cases. (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

Hashed ID

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