Does the Media Industry Need a UPC Code to Track Content and Ads Across Platforms?

About this Panel

Does the Media Industry Need a UPC Code to Track Content and Ads Across Platforms?

Learn the details of a proposed initiative from the Coalition for Innovative Media Measurement (CIMM) that seeks to track content and ads as they move across multiple screens. It’s called Trackable Asset Cross-Platform Identification or TAXI. Think of it as a UPC code for media. CIMM is a coalition of media companies, media buying agencies and large advertisers who are collaborating to bring more innovation to cross-platform measurement.  Ernst & Young will share results of a Feasibility Study and Pilot Test Design to demonstrate financial, research and workflow benefits to the media industry supply chain that could flow from the implementation an open and interoperable standard for asset identification. Hear representatives from technical operations and audience measurement at industry leading companies including ESPN, Viacom, GroupM and Nielsen discuss what TAXI means to them and could mean for their business.

About the Moderator

David Kohl
Advertising Sector Leader, Media & Entertainment Advisory Services
Ernst & Young