1、1Opportunities for ArtificialIntelligenceInMediaMeasurementNovember 2024THINK PIECECONTENTSIntroduction 3About CIMM 4About the Author 5The Building Blocks of AI 6Best Fit Applications for AI and ML 10Using AI for Media Measurement 17Putting AI to Work 24Challenges to Adoption 27Conclusions 303Introd

2、uctionThere has been much excitement about the application of AI to many fields over the last 18 months,and media measurement is no exception.In this paper,I have consulted across the industry and beyond to understand the current use of AI technologies,both planned and in production today.I have fou

3、nd many exciting and innovative applications that are likely to continue to drive the evolution of media measurement.This paper will provide a practical,in-depth introduction to the array of AI technologies for media researchers and an appraisal of the current state of the art,likely future innovati

4、ons,and risks to consider when deploying AI in your media measurement solutions.Tom Weiss,author4 4AboutCIMMThe Coalition for Innovative Media Measurement is a non-partisan,pan-industry subsidiary of the Advertising Research Foundation,focused on cultivating and supporting improvements,best practice

5、s and innovations in measurement and currency,data collaboration and enablement,and the use of new metrics and approaches to understanding the value of media.CIMM embraces the entire media and advertising ecosystem and prioritizes effective collaboration to deliver meaningful change.To find out more

6、,visit www.cimm-us.org or contact infrocimm-us.org.5About the AuthorTom Weiss is a technologist,data scientist,and serial entrepreneur with over 30 years of experience across media and technology.Currently serving as Chief Technology Officer at Run3TV and Board Member at MX8 Inc.,Tom has been at the