Takeaways from the CIMM Cross-Platform Video Measurement and Data Summit

For Jane Clarke CEO Managing Director of CIMM 2018 was a year of significant advancementsamp160 At last yearamp8217s conference CIMM announced a Measurement Manifesto to keep the industry focused on crossplatform measurementamp160 Her work on content labeling has been pivotal to stitching all pieces of video together across screensamp160 This year Clarke announced the launch of TAXI Complete Trackable Asset CrossPlatform Identification which is the creation of audio watermarks for content EIDR and ads AdIDamp160 It will she said amp8220advance crossplatform video measurement and bring more measurement to TVamp8221For me the major takeaways wereWhile content labeling gains traction deduplication is pivotal to getting to a reliable and adoptable crossplatform measurement currencyIf it canamp8217t be measured it canamp8217t be monetized and if it canamp8217t be measured accurately monetization will be flawedamp160 Content labeling is continuing apace with more companies adopting the coding and the cost of entry to enroll being loweredamp160 One next step includes the advancement of deduplicated reach measurement to help accuracyAccording to Beth Rockwood Senior Vice President Portfolio Research Turner Ad Sales amp8220Questions can be answered well with deduplicated reachamp160 Itamp8217s an important tool and fits into the context of marketing mix models and attributionamp8221Measurement challenges will continue as we try to keep pace with evolving technologies and how consumers use themAs Krishan Bhatia Executive Vice President Business Operations and Strategyamp160noted amp8220The transformation of the consumption of video amp8230has accelerated in the past 1824 monthsamp160 Devices are driving it while measurement has not caught up or stayed ahead of the curveamp8220Evolving technologies such as voice assistants amp8220are making measurement more difficultamp8221 Jack Smith Chief Product Officer Global Investment pointed outamp160 amp8220It is happening in apps that are already walled gardens and operating systems that are also intermediaries which can control pricing ordering products and recommendations instead of having a direct relationship with the brandamp8221amp160 These along with screens in selfdriving cars provide new viewing venues and experiences and we need to understand how it all works and morphs over timePrivacy and transparency need to be addressedamp160 We can no longer kick the can down the roadamp8220Privacy and data issues will become more importantamp8221 stated Laura Nathanson Executive Vice President Revenue and Operations Disney Advertising Salesamp160 amp8220Consumers will demand more privacy and more wallsamp8221amp160 But how privacy balances with transparency is still to be discussedamp160 For others there is not enough transparency at least when it comes to data labelingTo that end part of the content labeling initiative includes a data transparency label which points to aspects of the data and its collection such as how the data got created and where it came fromamp160 The careful balance between privacy and transparency including the impact of General Data Protection Regulation GDPR in Europe on the US require us to continue the discussion and create protocolsAs an industry we need to work together to develop and establish adoptable measurementsamp8220We need to hit the pause button and uplevel the conversationamp8221 stated Radha Subramanyam Chief Research and Analytics Officer CBSamp160 She was referring to the clamor of competing voices around measurement todayamp160 amp8220I love the innovation in measurement and the abundance of products and granular dataamp8221 she continuedamp160 amp8220But are we any closer to making things make senseamp160 My call is for a commonsense frameworkamp160 Stop the noise and see what we are really trying to solve foramp8221Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Takeaways from the CIMM Cross-Platform Video Measurement and Data Summit

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Charlene Weisler

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Takeaways from the CIMM Cross-Platform Video Measurement and Data Summit

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