1. Jane Clarke | Managing Director 1

2. MISSION R&D coalition of media buyers and sellers collaborating to innovate in: Methods to measure and compare cross-platform audiences Bring more granular measurement to TV. 2

3. MEMBERS 3

4. 4 Plan Measure Exposure Evaluate Consumer- centric usage across all media by time for any target Unduplicated reach & frequency across media Cross-media content and ad ratings Understand KPI’s of cross- platform campaigns and impact of each media ROADMAP

5. 5 Plan Measure Exposure Evaluate Pilot Test RealityMine TouchPoints Whitepaper Data Quality of Segments Single Source Pilots comScore, Arbitron, RealityMine& TiVo Hybrid Pilot comScore’s X-Media Open ID Standard EIDR and Ad-ID Single Source Pilot: Symphony Advanced Media Whitepapers: Data Matching & Identity ROADMAP: ACCOMPLISHMENTS

6. MEASUREMENT MANIFESTO 6 Desired State for New Solutions: GOALS ACTIONS

7. MEASUREMENT MANIFESTO 7 GOAL Accurately Represent Cross- Device Universe at Scale to Enable Planning/ Buying Against Advanced Audience Segments

8. MEASUREMENT MANIFESTO 8 GOAL Enable an Efficient Supply Chain in Close to “Real-Time”

9. MEASUREMENT MANIFESTO 9 GOAL Comparable Metrics Across Platforms

10. MEASUREMENT MANIFESTO 10 ACTIONS Embrace competition in cross- platform measurement

11. MEASUREMENT MANIFESTO 11 ACTIONS Support MRC standards: Ad: duration weighted, in- target, viewable impression (filtered for valid, non- fraudulent, human traffic) Content: average minute audience

12. MEASUREMENT MANIFESTO 12 ACTIONS Move beyond panels to embrace “big data” for audience segment buying; panels useful for calibration and/or single source learning

13. MEASUREMENT MANIFESTO 13 ACTIONS Work to bring more Return Path Data to market for planning and campaign impact measurement: Smart TV data, if not STB data.

14. MEASUREMENT MANIFESTO 14 ACTIONS Measure “Out-of-Home” across all Media

15. MEASUREMENT MANIFESTO 15 ACTIONS Measure both households and individuals: some data matching needs one or the other

16. MEASUREMENT MANIFESTO 16 ACTIONS Implement Standardized Metadata for Content (EIDR) and Ads (Ad-ID)

17. MEASUREMENT MANIFESTO 17 ACTIONS Demand Transparency from Third Party Data Providers and Companies Linking Identity Across Devices and Channels

18. Jane Clarke | Managing Director www.cimm-us.org @CIMM_NEWS 18