Jane Clarke | CEO, Managing Director

CIMM MEMBERS

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CIMM MISSION

R&D coalition of cross-platform video ecosystem to innovate in: •  Methods to measure and compare

cross-platform audiences •  Bring more granular measurement to

TV for planning, buying & attribution •  Build the future of cross-platform

premium video

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CIMM VISION/ROADMAP

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Plan Measure Exposure

Evaluate

•  Understandcrossmediabehaviorbysegment.

•  Unduplicatedreach&frequency

•  Comparablemetrics

•  Measureimpact

Optimization, Activation & Attribution Platform

MOVING THE GOALPOSTS

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CIMM MEASUREMENT MANIFESTO

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GOALS: 1.  Integrated Solutions for Planning,

Activation & ROI Analysis 2. Enable Advanced “Precision” Targeting 3. Comparable Metrics across Platforms 4. Unduplicated Reach & Frequency at

the Individual/HH Level 5. ”Real Time” to Enable Optimization

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ACTIONS:

1. Reach Agreement on Requirements 2. Meet Business Needs & Quality

Research Standards 3. Maintain Competition, Open

Standards & Objectivity 4. Solutions for both Content & Ad

Measurement

CIMM MEASUREMENT MANIFESTO

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ACTIONS: 5. Finalize MRC cross-platform video standards:

•  Ad: duration-based, audible, in-target, viewable impression (filtered for valid, non-fraudulent, human traffic)

•  Content: average minute audience 6.  Create Hybrid Panel/Big Data Solutions,

using both Smart TV and STB Data

CIMM MEASUREMENT MANIFESTO

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ACTIONS:

7.  Measure all TV/video: OOH, VOD, DVR, DAI, local, digital video on all platforms/ apps – via SDKs, tags or APIs

8.  Link Households & Individuals via graphs 9.  Demand Transparency from Third Party

Data (Data Label) & for Identity Links 10.Implement Standardized Identifiers for

Content (EIDR) and Ads (Ad-ID): TAXI

CIMM MEASUREMENT MANIFESTO

INDUSTRY PROGRESS REPORT

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•  Cross-Platform ad/campaign ratings with deduplicated reach are close, but incomplete

•  Content ratings are fragmented & “blind spots” •  Smart TV & STB Ad Exposure data vastly

improving attribution measurement •  MRC making progress on standards, slowly •  Data Label - ANA/IAB Tech Lab; IAB Open SDK •  Ad-ID/EIDR Watermark standardized •  Incomplete linking of identity, due to missing

walled gardens, inaccuracy & privacy issues

CHANGING CARS WHILE MOVING

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Jane Clarke | CEO, Managing Director