In the US, the Coalition for Innovative Media Measurement (CIMM) is inviting technology firms to bid for a contract to design, build and maintain a central library of video viewing behavior data across multiple platforms.
The selected technical partner(s) will initially provide a solution for digital video programming data that will be accessible by any participating organization. In addition to supporting the normalization and auditing of data, they will be tasked with finding the most appropriate privacy compliant method to append demographics and / or behavioral data, in order to better understand the video viewers as well as their viewing habits.
CIMM is also exploring the possibility of utilizing the data warehouse to store digital video advertising data, and data from other platforms such as return path data for TV viewing.
Jane Clarke (pictured), CIMM MD, comments: 'The rapid rise of digital video has exposed the need for more transparency into data across the entire media ecosystem for the buyers and sellers of media. A centralized data warehouse is a major step toward change here and we welcome the opportunity to collaborate with the brightest minds in the media and technology worlds and invite those in the digital video space to come be a part of this forward-thinking initiative.'
The Request for Proposals (RPP) is open to any interested parties and those with experience of creating data warehouses, data exchanges, or the manipulation of big data are especially encouraged to submit by the July 15 deadline.
CIMM was launched in 2009 by a group of fourteen companies and is online at www.cimm-us.org .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.