CROSS-PLATFORM MEASUREMENT Council

Council Objectives

The Cross-Platform Measurement Council seeks out best practices in cross-platform measurement by exploring and reporting on information from providers of cross-platform measurement, identity resolution, and attribution research about their methods, capabilities, and challenges. The council engages with relevant providers, issues reports, produces industry reviews, and hosts panels and events where research and measurement providers and their clients can present their approaches.

Working Group Missions

Identity Resolution	Measurement Innovation	Attribution
Provide understanding of how companies connect different digital devices to unique users and households – from planning to activation to measurement – including limitations and potential concerns associated with each use case. Analyze the technical perspectives of deterministic vs. probabilistic matching through an open dialogue on how to balance accuracy and scale. Collaborate with other industry bodies, including but not limited to IAB, MMA, NAB; connect with key players, address challenges and possible solutions.	Identify, explore, and report on new and innovative approaches to measuring and integrating measurement of media delivered on varying platforms at both the aggregate and individual levels, including the metrics, methodologies, and data sources used to in these approaches.	Conduct research on how multi-touch attribution can allocate credit across channels (as opposed to attributing conversion across touchpoints within a single channel) and understand the challenges of attribution modeling and the ways the results are applied today.

Sponsored By

Additionally, the Cross-Platform Council Community, sponsored by Nielsen, offers a dynamic space for marketing and advertising professionals to engage with Council Committee members and share research insights.
Join the Cross-Platform Council Community here.

Cross-Platform Council Chair & Co-Chairs