Interactive Measurement

August 14, 2012

See also: Advanced Advertising

CIMM DEFINITION: Data collected from any interactive application, including interactive enhancements to video advertising.

NOTE – CableLabs has defined the Interactive Advertising Measurement (IAM) standard for describing user interactions with simple interactive ad enhancements. Similar measurement data can often be derived from Keystream data. Additionally, FourthWall Media’s AdWidgets collect several additional metrics, including STB Exposures, Clicks, and Responses. (Source: FourthWall Media)

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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

Interactive Measurement

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