Viewing Device Identifier

July 23, 2012

See also: Viewing Device, Viewing Device Manufacturer, Viewing Device Profile, Viewing Device Type

CIMM DEFINITION: An encrypted, unique persistent, anonymous code (such as an encrypted MAC ID) to identify different Viewing Devices when calculating unique viewer metrics. (Source: CTAM Advanced Cable Solutions Consortium, DAI Metrics)

NOTE – A Viewing Device that is returned and re-deployed to another household should be considered as a new Viewing Device when calculating unique user metrics. The methodology for generating a Unique Viewing Device ID is subject to compliance with MVPD privacy policies. Future methodologies for ensuring uniqueness across MVPDs (i.e. no two Viewing Device IDs are the same) need to be developed. (Source: CTAM Advanced Cable Solutions Consortium, DAI Metrics)

Print Friendly

Collaborative Effort.
Meaningful Change.
Join Now
“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

Viewing Device Identifier

Company News