NEW YORK — The Coalition for Innovative Media Measurement (CIMM), the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A’s) have launched a joint initiative to explore the industry’s transition to a multi-currency TV market in the U.S.
Specifically, the study will assess the opportunities and challenges presented by the transition and will seek to develop practical recommendations that can help to ensure the success of the transition, supporting currency-grade measurement across ad-supported TV and video content on linear and non-linear platforms.
