CIMM's Jane Clarke on Industrywide Media Measurement Collaboration

Charlene Weisler How close are we to true attributionJane Clarke The challenge with complete multitouch attribution is identity resolution and particularly crosschannel identity resolution Most of the ID resolution solutions can39t incorporate impressions from the walled gardens with identity attached since the walled gardens see this as a data security challenge Their POV is that they are protecting the identity of their customers within their platform The WFA initiative was created primarily to address this challenge how to get impressions linked with an identity out of the walled gardens The initial approach is called Virtual ID VID which is a probabilistic model that also groups customers into segments They39re also working on a Secure Media Identifier SUMID which should be announced soon There are also many commercial approaches to linking identity across TV and digital media but only a few of them have managed to incorporate secure ad impression data from the walled gardensCurrently attribution is being conducted only for digital media but increasingly for TV using Smart TV or STB data or commingled datasets These approaches create exposed and unexposed groups of customers and measure outcomes against them to see if those exposed have a lift in the outcome metric In 2020 CIMM completed a study on Unpacking Data Inputs into TV Attribution which pinpointed some of the challenges with getting consistent results across providers and suggested best practices such as standardizing ad measurement and combining Smart TV and STB dataWeisler What are the best practices for cross media measurement and who is doing it correctlyClarke There aren39t enough successful solutions to crossmedia measurement for best practices to have emerged yet However vendors can be evaluated by how far along they are with the four building blocks for crossmedia measurement which are 1 Standardized and scaled granular Smart TV and STB data for content and ads combined to be as nationally representative as possible 2 Standardized digital content and ad exposure data across sites and mobile apps 3 A singlesource crossmedia measurement panel or a linked combination of single media measurement panels to calibrate the large quotcensuslikequot datasets and 4 a solution for ID resolution to connect all the datasets and deduplicate themamp160 CIMM has produced recommended best practices in some of the areas such as combining Smart TV and STB Data and TV AttributionWeisler Where do you see media measurement one year from nowClarke Now that media companies and TV OEMs are quotdata ownersquot more walled gardens are being created This means that there will be even more pressure to perfect solutions in development from the walled gardens for secure encrypted ID resolution Additionally more companies will try to authenticate their customers to enable more personalized experiences and better measurement Regulations surrounding privacy and data security will become clearer so companies will be able to adapt their solutions Nielsen will most likely offer quotadquot measurement for TV by this time next year This will be a big step towards comparable metrics across media There may be some changes coming in which TV OEMs are willing to license their data for measurement purposes since they are increasingly wanting to use the data for their own ad sales purposes So progress will be made by a number of the vendors working on crossmedia measurement solutions but new technical challenges will also present themselves I don39t think that the WFAANA solution to ID resolution will end up working for TV as it is currently envisioned so alternative solutions will need to be developed The WFAANA solution is designed to dedupe individual devices vs the way that Smart TV and STB data are deduplicated at the household levelClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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CIMM's Jane Clarke on Industrywide Media Measurement Collaboration

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Charlene Weisler

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CIMM's Jane Clarke on Industrywide Media Measurement Collaboration

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Charlene Weisler

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