The Cross-Platform Measurement Council
seeks to disseminate information from providers of cross-platform and attribution research about their approaches, capabilities, and methods in order to develop best practices in cross-platform measurement.
Working Group #1
Tools for 3rd party cross-device measurement. Provide understanding and guidance to the industry on third-party solutions for tracking behavior in an ID-persistent manner across devices. Create the definitive overview of the methods and capabilities of the leading players and the most interesting emerging players. Shed light on the challenges in measuring exposure across multiple devices in an “agile” manner and the strengths and gaps in current cross-device measurement offerings.
Working Group #2
Understanding online and offline on aggregate and individual level to integrating the measurement of offline and online media. This working group will explore the challenge of and evaluate potential solutions for integrating measurement of online with offline media – particularly radio and print – at both the aggregate and individual level. Plus identifying better ways of measuring offline and online together at an aggregate or individual level?
Working Group #3
Attribution. Conduct research on how multi-touch attribution can allocate credit across channels (as opposed to attributing conversion across touchpoints within a single channel), including social media platforms and Live+SD, Live +7D, and Live + 35D TV ratings. Integral to this effort will be research on media response curves and effective frequency for each Platform (TV, Desktop, mobile, social, OLV, etc.) and how they interact with each other (priming, synergy) to generate optimal frequency levels, based on data from actual plans.
Sr. Director, Strategy & Insights Team
SVP, Director, Global Analytics & Insight Practice
Cross-Platform Council Co-Chairs
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