NEWS30 July 2018

TV attribution suppliers to be analysed in new study

Data analytics Media News North America Technology

US – The Coalition for Innovative Media Measurement (CIMM) and the American Association of Advertising Agencies ( 4As) have partnered to launch a study on TV attribution providers.

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The analysis, conducted by Sequent Partners, follows on from a report published earlier this year that compared the services offered by companies providing digital, cross-platform, multi-touch and TV attribution, and marketing mix modelling.

The study has been launched in response to increasing numbers of companies supplying TV attribution data, according to CIMM and the 4As. It aims to outline the current offerings of “leading TV attribution providers” and provide an overview of the data sources, modelling and practices used in matching the advertiser’s first-party sales data.

The organisations did not disclose which companies would be analysed, but their previous report included Nielsen, Standard Media Index, Oracle and Samba TV.

Jane Clarke, chief executive and managing director of CIMM, said: “Attribution is coming to define the direction of complete cross-platform measurement today. More granular TV data is bringing an entirely new dimension to TV attribution and needs to be more thoroughly understood by end users.

“This study will help advertisers, agencies and media companies sharpen how they evaluate the effectiveness of all their TV and video advertising.”