truth{set} Household Identity Accuracy Project

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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

  1. Better precision and performance where HH data is used
  2. Measurement of hidden waste
  3. More relevant ads to receptive, in-market audiences
  4. Higher engagement and ROI BENEFITS TO ADVERTISING ECOSYSTEM

➔ A new service to validate the accuracy of identity linkages

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