Testing: Industry Wants Cross-Platform Metrics For Video

February 16, 2012

A new cross-platform video identification system is being readied for testing at the start of the 2012-13 fall season.

The upcoming test of the system, known as TAXI (Trackable Asset Cross-Platform Identifier) was disclosed at a meeting in New York Tuesday put together by the Coalition For Innovative Media Measurement (CIMM), the Association of National Advertisers (ANA), the Advertising Research Foundation (ARF) and the American Association of Advertising Agencies (4As). The meeting attracted several hundred attendees.

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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

“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

Testing: Industry Wants Cross-Platform Metrics For Video

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