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.
The Identity Resolution Working GroupFoster a clear understanding about how different digital devices* connect to unique users and households. This group will identify identity-based applications from planning to activation to measurement, including limitations and potential concerns associated with each use case. Through an open dialogue on how to balance accuracy and scale, we will analyze the technical perspectives of deterministic vs. probabilistic matching. This group will collaborate with other industry bodies, including but not limited to IAB, MMA, NAB; connect with key players, address challenges and possible solutions. Our goal is to use these highly engaging interactions to establish best practices that can be applied by stakeholders throughout the MarTech ecosystem. *Browsers and apps across devices including computers, phones, tablets, connected TV devices, and other internet-connected (IOT) platforms.
Working Group on Understanding Online and Offline
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?