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Establishing an Audience Based Cross-Media Currency
CIMM 4th Annual SummitApril 22, 2015
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Agenda Major Steps Details to Consider Linkage with CIMM, 3MS and Other MRC
Priorities Next Steps
Level Setting Cross-Platform
Generally Driven by Devices Cross-Media
All Sources of Video, Digital Display, Hard-Copy Print, Audio, Out-of-Home, etc.
Feedback – Priority is Video from All Measurable Sources (from various parties -- ANA, 4As, etc.)
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Major Steps (It’s easy…right?) Gather Transactional/Impression/Exposure Data
Understand, Sort, Clean, Assess Quality and Completeness Data Adjustments, Compensate for Missing Items
Data Integration Work Attribute Audience (Accurate for All Groups, e.g., Kids) Associate Data Across Platforms Create Unduplicated Audience
Report C-M Audience Based Currency UE Decisions
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For Another Day:
Measure Engagement Attributes AND Map Data to Outcomes & ROI
Example Details Cleaning Digital Video Data
Remove Invalid Traffic – Large and Difficult Task General – Data Center Traffic; Bots, Spiders; Non-
Browser User Agent Headers; Hidden/Stacked/Covered or Never Viewable Ads; Pre-fetch or Browser Pre-Rendering; Invalid Proxy Traffic
Sophisticated – Hijacked Devices, Sessions, Ad-Tags or Creative; Adware; Malware; Incentivized Browsing; Miss-appropriated Content; Falsified Viewable Impression Decisions; Falsely Represented Sites or Impressions; Cookie Stuffing
Example Details Cleaning Digital Video Data
Viewable Impressions OTS Drive Compatibility with Television Video Add Baseline Metrics
Consider Completeness and Quality Compatibility with Browsers, Apps, etc.
Example Details Mobile Viewable Impressions – Challenges
Browser Flash is not Operable in iOS Communication Protocols (H,M and L browser state) Single Focus State, Going Away
In-App Custom Signaling (SDK), Difficulty with Ad Area
General I-Frame Issues HTML/Browser Mixing with Apps No cookies, Not Relevant to Viewable, but Possibly to Audience
Example Details Cleaning Return Path Data
Basis for Collection, Granularity, Data Understanding Accounting For – On/Off, Clock Alignment, Time
Shifting, VOD, Ghost Records, Other Spurious Content, Data Collection Cadence
OTA Households (Sufficient Insight, Projection?) Consider Completeness and Quality
Coverage, Missing Data (sets, households, etc.) Scaling, Weighting Data
Example Details Data Integration
Assess Distortion and Accuracy of Source Data Ensure Minimal Underlying Ascription of Data Sets Sufficiency and Comparability of Links for Integration Integration Model Priorities; Modeling Approaches Sufficiency of Donors/Recipients – Small/Large Data
Problem Set Foundation to Disclose Reliability Validation, “Standards of Truth,” Ongoing Integration Quality
and Quality Control
Relevant Materials and HelpCIMM: A Cross Media Focused Forum Definitions, White Papers, Guidance, Thought Leadership Asset Tagging Projects Project Blueprint, and Further Derivations
MRC: MRC Minimum Standards for Media Rating Research MRC Data Integration Guidelines Digital Guidelines (Selected)
Audience Measurement Guidelines (2009 with IAB) Mobile Web Ad Measurement Guidelines (2011, w/IAB and MMA) Mobile In-App Ad Measurement Guidelines (2013, w/IAB and MMA) Viewable Impressions – Desktop Display and Video (2014, with 3MS)
Return Path Data Guidelines Return Path Data Accumulation (2013, NCC Media, 26 MVPDs)
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On the Horizon for MRC IVT Detection and Filtration (Q2, 2015) (3MS) Mobile Viewable Impressions (Q4, 2015) (3MS) Digital and Cross-Media Audience Based
Currency (Q4, 2015) (3MS) Engagement Metrics, View Through (3MS) Ad Effectiveness (3MS) Others:
DPB, Digital Audio, RPD-Audience, Social Media
A Call to Action --
Practitioners and Sponsors should Consider Auditing and Fully-Vetted Validation, through MRC, of these Techniques
Soon…
