Privacy and the Future of TV Advertising

Privacy regulations and platform policies are creating significant uncertainties for the advertising industry and its data practices. With the rise of connected TV (CTV) alongside broadcast/linear, planning, activation, and measurement solutions have been iterating for a number of years, and privacy changes are only adding to the state of flux. To date, TV companies have […]

truth{set} Household Identity Accuracy Project

CIMM collaborated with industry partners to support a new initiative, focused on improving the accuracy of Householding Identity. PROJECT OBJECTIVE Develop confidence scores that quantify the accuracy of the linkages between person-level identifiers (e.g. hashed e-mails) and households (as represented by postal address) BENEFITS TO ADVERTISING ECOSYSTEM ➔ A new service to validate the accuracy […]

Television Data Match Rate & Match Bias Study

This report is the final deliverable for a study commissioned by CIMM in late 2021, designed to explorevariations in match rates across a range of identity resolution (IDR) providers – and the reasons forthese variations. The study had a relatively simple objective – investigate the extent to which post-match televisionviewing profiles differed from the original […]

CIMM Convergent TV Measurement Guide: Understanding Innovation in Video Measurement 

CIMM’s Convergent TV Measurement Guide is intended to provide a broad overview of theofferings and methodologies provided by many of the leading TV measurement providersoperating in the US market. It is based on an extensive, six-month process of engagement withthe industry and peer review by a wide range of leading industry stakeholders. It represents themost […]

Combining Set Top Box and Smart TV ACR Data

CIMM elected to execute an industry study to pursue the advancement of measurement andreporting of commingled Set Top Box and Smart TV ACR data. The project goal was as follows: Assess the strengths and weaknesses of Smart TV ACR and Set Top Box data to inform bestpractices for combining them at the household level to […]

Getting Attribution Right An Exploration and Best Practices for Television Data Inputs in Attribution Modeling September 2020

Attribution providers offer many different approaches, including relying on different modeling techniques and data sources. These different approaches frequently lead to different results and business decisions. CIMM sought to unpack this issue and learn a bit more about what drives the difference in attribution results. And share best practices in data inputs, where appropriate. Accurate […]

Investigating the Industry Opportunity for Standardized TV/Video Ad Impressions

The Coalition for Innovative Media Measurement (CIMM) is interested in understanding the potential for the media and advertising industries to consider moving towards a standardized metric or currency for buying/selling ads across traditional linear TV and digital platforms including on-demand TV content as well as long and short form video on digital platforms. The goal […]

Best Practices in Cross-Device and Cross-Channel Identity Measurement

Through developments in new technology, the advertising and marketing industry hasbeen moving closer and closer to what has been called “People-Based Marketing.”Although it has been discussed for many years, the practice of mapping consumeridentities across all channels (online and offline) and digital devices (PCs, mobile phones,tablets, smart TVs, etc.) has been, until recently, largely focused […]

Enriching Media Data: Quality is Key Requisite for Maximizing ROI

In recent years the Marketing and Advertising industry has accelerated the integration of large data sets to provide richer insights for linking advertising and promotional efforts with consumer response. These applications have reached critical mass for digital media placement and are gaining traction in the TV advertising arena. The sheer volume and appearance of different […]