MRC Cross-Media Audience Measurement Standards (Phase I Video) September 2019 Final Sponsoring associations: Media Rating Council (MRC) American Association of Advertising Agencies 4A’s Association of National Advertisers ANA Interactive Advertising Bureau (IAB) Video Advertising Bureau (VAB) Final Table of Contents 1 Executive Summary ......................................................................................................................... 1 1.1 Overview and Scope ............................................................................................................................ 3 1.2 Standards Development Method ...................................................................................................... 5 1.3 Note on Privacy .................................................................................................................................... 5 2 General Top-Line Measurement ................................................................................................... 6 2.1 Cross-Media Components ................................................................................................................... 6 2.1.1 Duration Weighting .......................................................................................................................................... 9 2.1.2 Cross-Media Metrics Definitions .............................................................................................................. 10 2.1.3 Household vs. Individual Metrics .............................................................................................................. 11 2.1.4 Segregation of Content/Advertising Vehicles and Media ................................................................ 11 2.1.5 Audio Considerations .................................................................................................................................... 12 2.2 Impression Counting .......................................................................................................................... 13 2.2.1 Viewable Definition for Video Ads in Cross-Media ............................................................................ 14 2.3 Content Measurement ...................................................................................................................... 16 2.3.1 Viewability for Content ................................................................................................................................ 16 2.3.2 Content Duration Weighting ...................................................................................................................... 17 2.3.3 Use of Content Metrics ................................................................................................................................ 17 2.4 Duration ............................................................................................................................................... 20 2.5 Audience Assignment ........................................................................................................................ 21 2.5.1 Qualifying for Audience ............................................................................................................................... 22 3 Cross-Media Universe Estimates – Basis for Projection ......................................................... 22 3.1 Universe Estimates ............................................................................................................................. 22 3.2 Coverage .............................................................................................................................................. 23 3.2.1 Device Identification ..................................................................................................................................... 24 3.2.2 IP-Enabled Television or OTT Devices ..................................................................................................... 25 3.2.3 Accounting for Duplication Across Media ............................................................................................. 26 4 Cross-Media Measurement Standards – Technical Details ................................................... 26 4.1 Tracking of Advertising and Content Access – Technical Details ................................................ 26 4.1.1 Client-Initiated (and viewable) .................................................................................................................. 26 4.1.2 Audience vs. Ad Measurement ................................................................................................................. 28 4.1.3 Script-based Tracking Method/Assets .................................................................................................... 29 4.1.4 Encoding or Watermarking, Fingerprinting and Meter-based Tracking Method/Assets ...... 30 4.1.5 STB, RPD and Smart TV data ...................................................................................................................... 32 4.1.6 Video Usage ..................................................................................................................................................... 33 4.1.7 Measurement in Applications .................................................................................................................... 33 4.1.8 Repurposed TV Content ............................................................................................................................... 34 4.1.9 Comparative Presentation .......................................................................................................................... 34 4.2 Duration ............................................................................................................................................... 35 4.2.1 Inactivity ............................................................................................................................................................ 36 4.2.2 Duration Editing .............................................................................................................................................. 36 4.3 Tracking of Users (Sources and Attribution) – Technical Details ................................................ 37 4.3.1 Adjustment of Uniques ................................................................................................................................ 38 4.3.2 Identifying Users Across Devices .............................................................................................................. 38 4.3.3 Data Enrichment Source Selection ........................................................................................................... 39 4.3.3.1 Data Enrichment Quality Checking and Monitoring ................................................................................. 41 © Copyright Media Rating Council, Inc. All rights reserved. Final 4.3.4 Registration ...................................................................................................................................................... 41 5 Data Preparation and Quality Checking ................................................................................... 41 5.1 Data Collection ................................................................................................................................... 43 5.1.1 Validation Procedures .................................................................................................................................. 43 5.1.2 Quality control and oversight of MVPD STB/RPD data ..................................................................... 43 5.1.2.1 Oversight and QC over audience data vendor processes (STB validation) ....................................... 45 5.1.2.2 Channel lineup considerations ......................................................................................................................... 45 5.1.2.3 Program lineup considerations ........................................................................................................................ 46 5.1.3 Server to Server or API integrations ........................................................................................................ 46 5.2 Data Editing ......................................................................................................................................... 47 5.2.1 Empirical Support ........................................................................................................................................... 48 5.2.2 Documentation and Consistent Application ......................................................................................... 48 5.3 Quality Control Over Other Data Sources ...................................................................................... 48 5.4 Data Aggregation Controls ................................................................................................................ 48 5.4.1 Quality control integrity checks throughout multiple data transfer points ............................... 49 5.4.2 Tests of Significance for Missing Data ..................................................................................................... 49 6 Computation of Audience Estimates ......................................................................................... 49 6.1 Weighting, data adjustment and modeling