Cross-Device and Cross-Channel Identity Measurement Issues and Guidelines: How Advertisers Can Maximize the Impact of an Identity-Based Brand Campaign
Evan Neufeld
Storyline Development
Editors' Note
The Coalition for Innovative Media Measurement (CIMM), founded in 2009, was named for its mission: "to promote innovation in audience measurement for television and cross-platform media." In 2016, the organization turned its focus to marketers' practice of mapping consumer identities across online and offline channels. Driven by the explosion in consumers' use of mobile devices - and the resulting expansion of digital media and other consumer touch points - the practice has risen in both...