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
- Better precision and performance where HH data is used
- Measurement of hidden waste
- More relevant ads to receptive, in-market audiences
- Higher engagement and ROI BENEFITS TO ADVERTISING ECOSYSTEM
➔ A new service to validate the accuracy of identity linkages
