Television Data Match Rate & Match Bias Study

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This report is the final deliverable for a study commissioned by CIMM in late 2021, designed to explore
variations in match rates across a range of identity resolution (IDR) providers – and the reasons for
these variations.

The study had a relatively simple objective – investigate the extent to which post-match television
viewing profiles differed from the original viewing profile. And determine what caused the differences
– was it match rate? Small samples? Skews in the identity graphs that link the data? Other causes?

The study was undertaken in 2021-2022 and involved a comparative analysis of 5 identity resolution
(IDR) providers who worked with TV data from an ACR and a STB provider, household/consumer
demographic cluster data from Claritas, and behavioral outcomes data (visits to casual and quick serve restaurants) from PlaceIQ (now Precisely). The IDR companies conducted 3 matches – their graph to TV data, TV data to HH demographic cluster data and finally, TV data to behavioral outcomes. The study explored the differences in pre-match and post-match data.

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