There are many different approaches attribution providers use, including different modeling techniques and data sources—using both STB data and Smart TV ACR data. These can lead to different results, which impacts business decisions. In order to learn what drives the difference in attribution results, The Coalition for Innovative Media Measurement (CIMM) in partnership with Janus Strategy and Insights and Sequent Partners, have recently announced a study. The goal is to better understand how different TV data inputs vary and impact attribution results.
This in turn, will help define best practices for better representation of television in attribution models. This research is part of an ongoing partnership with the 4A’s Media Measurement Task Force. The study will look at six national, linear TV campaigns that aired in 2019. It’ll compare ad occurrence data sources, TV exposure data sources and delivery across multiple syndicated data providers. The subsequent report will be titled, “Getting Attribution Right: An Exploration and Best Practices – Recommendation for Attribution Model Television Data Inputs.”