Accurate measurement in broadcast television has been a persistent challenge for advertisers, agencies and broadcasters alike. Despite years of discussion, the industry has yet to implement a truly effective, scalable solution that is accurate across all devices and platforms. But that may be changing.
Last month, after nearly a year of research, the Coalition for Innovative Media Measurement (CIMM), a consortium of leading TV networks, advertisers, media agencies and research firms, released an action plan proposing a universal, open watermarking solution to help modernize how we measure and transact in broadcast TV.
CIMM’s recommendation centers on implementing a standardized watermarking protocol using the IAB Tech Lab’s Ad Creative ID Framework (ACIF), known in the U.S. as AD-ID (read CIMM’s executive summary here). This technology would embed persistent, tamper-resistant identifiers into video content and ads, equipping broadcasters with powerful new tools to:
Accurately count ad exposures across OTA, CTV, FAST and app environments Enable deterministic targeting and ad replacement within linear TV Support performance-based and programmatic ad models Bridge linear and CTV inventory under a unified measurement standard Simplify planning and execution for advertisers and agencies
Broadcast television stands at a pivotal moment. As streaming platforms grow and data-driven buying becomes the norm, broadcasters must modernize their offerings or risk being left behind. Watermarking could provide a low-lift, scalable path forward allowing local stations to compete with digital players on data and outcomes.
A Fragmented Industry Needs Unity Tom Sly
Historically, the industry has moved in silos. Vendors,