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)

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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

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Kate SirkinEVP, Global Data Partnerships, Publicis Epsilon

Persistent STB / Household Identifiers

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