On September 21, 2022, speakers from Kantar, Meta, Next Media Partners, Snap, VMLY&R, Wunderman Thompson Intelligence and XRGuild shared insights into how the Metaverse will impact marketers. They discussed implications for interoperability as well as paid advertising.
Few would argue that a solution for identity resolution is needed to effect cross-platform video measurement. However, connecting different digital devices to unique users and households is fraught with legal, technical, and organizational barriers. How likely are we to see some kind of interoperable ID system that all industry participants can and will adopt?
The IAB Programmatic & Data Center examined the impact of the loss of third-party cookies and identifiers on the digital advertising ecosystem, particularly on brands and publishers. This report measures the industry’s sense of preparedness, expectations for revenue and data-driven tasks, and progress into leveraging first-party data. Two studies were executed, conducted by Ipsos and McKinsey, surveying and interviewing key data leaders across categories.
In this moderated discussion for the track, Cross-Platform: Measurement & Identity, the speakers answered questions from the attendees about their respective presentations and discussed cross-platform challenges.
Inaccurate responses to basic demographic and media consumption questions asked in surveys are very problematic, since these responses form the bedrock data points for all demographic research and media consumption measurement.
Jon Puleston analyzed some of the reasons why respondents are not truthful in surveys and the challenges raised. As a result of inaccurate respondent responses, the industry has been mis-measuring basic demographics and media consumption for decades.
This discussion addressed three presentations that described insights from surveys on how the pandemic affected consumer behavior during the pandemic and to what extent observed changes will persist. The presentations addressed trends in behaviors and attitudes regarding media (such as linear TV vs. streaming), travel, and also shopping, cooking, and education.
The presenters summarized insights from HUB’s on-going series of surveys on viewers’ ownership, behaviors, and opinions about all aspects of TV and video. Since they have data going back to 2018, they are able to analyze long-term trends, including the impact of the pandemic.
Microsoft’s goal was to create a solution to bring independent data sources together. Their database contains 2+ years of data on millions of Microsoft’s identified customers, usage across 10+ core consumer products, and revenue (both direct and indirect, across these products). This database is also GDPR compliant. Protecting this data is a priority.
Raj Mann reviewed the evolution of Microsoft’s infrastructure. In the past, research was slower due the need for a lot of data manipulation and quality control challenges. The investments have increased extensibility of data and removed obstacles that prevented data access for researchers and improves collaboration. Microsoft’s infrastructure investments resulted in a 70% reduction in time for data analysis on the 600 studies Microsoft conducts annually.
MediaCell is an app that transforms a smartphone, tablet, or laptop into a passive portable audiometer. It also captures on-device consumption of audio and video. It is currently deployed in panels in the U.K. and Australia and will soon by deployed in South Africa. Ipsos is working with Kantar to use MediaCell in the Netherlands to produce the radio currency there. Its audio measurement capabilities are based on ACR technology. It is easy to on-board panelists; Jim noted that there were no breaks in the data in their U.K. panel due to the pandemic.
Nielsen uses the Portable People Meter (PPM) to passively measure audiences for radio and to enhance its national and local TV ratings. It is now testing a new wearable device to replace the PPM to measure audio and to replace button-pushing to measure person-level television audiences. The new wearable is intended to enable cross-platform measurement of audio and video. Two other pieces of equipment accompany the device – a beacon to allow Nielsen to distinguish between in-home and out-of-home exposure and a data hub to transmit the data back to Nielsen. Another component of the wearable system is a mobile app which will enable engagement and communication with Nielsen and can also be used to transmit data back to Nielsen.