Viewing Device

July 23, 2012

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

CIMM DEFINITION: The television connected to a set-top that is displaying the interactive asset or application. Currently the viewing device is the television connected to a set-top. (Source: CTAM Advanced Cable Solutions Consortium, itv Metrics)

2: Devices which initiated at least one session for a particular VOD asset or set of VOD assets. Today, the device refers to a set-top. (Source: CTAM Advanced Cable Solutions Consortium, DAI Metrics)

NOTE – At this point in time, the viewing device refers to the set-top connected to the TV. Future Metrics will include additional types of devices. Definition to be expanded in the future to include other VOD-enabled Viewing Devices such as PCs, mobile phones, connected TVs and devices, etc. (Source: CTAM Advanced Cable Solutions Consortium, DAI Metrics)

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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

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