Persistent STB / Household Identifiers

July 25, 2012

CIMM DEFINITION: “Codes in the clickstream that identify the individual STB and the household across time (hence, persistent). Through anonymization and / or records separation, such identifiers do not identify individual households.  Having these persistent ID’s enables the tracking of reach and frequency which not all Return Path Data services can do.” (Source: Kantar Media Audiences)