The Coalition for Innovative Media Measurement (CIMM) today announced the launch of a new study with Janus Strategy and Insights and Sequent Partners. It unpacks how different TV data inputs vary and impact attribution results in order to define best practices for better representation of television in attribution models. The study is part of an ongoing initiative.
Attribution providers offer many different approaches, including relying on different modeling
techniques and data sources using both STB data and Smart TV ACR data. These different approaches frequently lead to different results and business decisions. This study looks to unpack this issue and learn what drives the difference in attribution results from six national, linear television campaigns that aired in 2019. It compares TV ad occurrence data sources, TV exposure data sources and delivery across multiple syndicated data providers.
CIMM and the 4A’s will be working with Alphonso, Ampersand, Comscore, Hive, iSpot, Kantar, Nielsen, Samba TV, TVadSync, TVSquared, VideoAmp and more.
Following the study, Janus Insights and Strategy and Sequent Partners will analyze the data to develop conclusions and recommendations in a report to be titled, “Getting Attribution Right: An Exploration and Best Practices – Recommendations for Attribution Model Television Data Inputs.”
“As more granular TV data is becoming available for attribution, we have entirely new methods and practices that need to be both vetted by the television industry and better understood by end users,” said Jane Clarke, managing director and CEO, CIMM. “This study will be a great first step for the industry to gain insight into the impact of the data on attribution results and begin to create best practices and greater industry confidence.”
Furthermore, the industry will learn: what contributes to differences in the data that detect TV ad occurrences, how ad occurrences are currently missed or overcounted, how viewership estimates vary between the different “footprints” and technical limitations of both ACR and STB data, and how the differences impact model lift estimates and the decisions marketers make.
“With the varying approaches to attribution, and therefore differing results, the industry is in need of independent guidance in this space,” said Alice Sylvester, partner, Sequent Partners. “By comparing two key components of television attribution – ad occurrences (schedules) and exposure data (ratings/delivery) – the CIMM and 4A’s experiment will not only uncover for advertisers, networks and agencies whether sources generally over or undercount occurrences and viewership, but we also hope to identify the extent to which these differences impact widely used attribution models that marketers depend on.”
Howard Shimmel, president, Janus Insights and Strategy, added, “The importance of TV attribution to advertisers and media companies grows each day. With many attribution providers in market often using varied data sets, it is crucial to learn how the different data sets impact reported results. This study will cast light on this important issue and be the first step in developing a framework for industry standards in the future.”
Source: CIMM. (2020, January 30). CIMM Launches TV Attribution Best Practices Study. CIMM.
Editor’s Note: This is the first of several articles we will be featuring from CIMM’s 9th Annual Cross-Platform Video Measurement and Data Summit. This one is about Attribution.