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 surveys 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 ResolutionProvide 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.
Online and Offline Measurement
Establish an overview of leading approaches to integrate measurement of online and offline media at both the aggregate and individual level. Identify appropriate common metrics to describe behavior, online and offline.