CROSS-PLATFORM MEASUREMENT Council
Council Objectives
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 engages with 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 Resolution |
Online and Offline Measurement |
Attribution |
|---|---|---|
| Provide 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. | 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. |
Conduct research on how multi-touch attribution can allocate credit across channels (as opposed to attributing conversion across touchpoints within a single channel) and understand the challenges of attribution modeling and the ways the results are applied today. |
Sponsored By 
Additionally, the Cross-Platform Council Community, sponsored by Nielsen, offers a dynamic space for marketing and advertising professionals to engage with Council Committee members and share research insights.
Join the Cross-Platform Council Community here.
Cross-Platform Council Chair & Co-Chairs
Charles BuchwalterMeasurement Innovation
SAMSUNG ADS
Sunil SomanVP, Campaign Effectiveness
Warner Brothers Discovery
Michael VinsonChief Research Officer
Comscore