The Coalition for Innovative Media Measurement (CIMM) is welcoming 605, Crown Media Family Networks, Geopath, Inscape, iSpot, Kantar, Tavant and the Television Bureau of Advertising (TVB) as its newest members.
Further, Hulu and Xandr have also joined as CIMM members under their affiliated companies, The Walt Disney Company and WarnerMedia, respectively.
As members of CIMM, the companies and associations will partner with industry leaders “to bring more focus to new forms of TV and cross media measurement and collaborate on solutions and thought leadership that will drive innovation,” CIMM notes.
In doing so, the organizations will help equip marketers with valuable insights and practical expertise in areas such as buying media on advanced precision audiences, keeping pace with converging TV viewership, creating best practices for “outcomes-based” attribution measurement, among others.
Since its acquisition by the Advertising Research Foundation in 2018, CIMM has focused on its specialized area of granular TV measurement as a component to complete cross-media measurement, becoming a place for companies working with new TV data to collaborate on standards and transparency.
CIMM CEO and managing director Jane Clarke said, “As the industry looks to advance true cross platform measurement and define the emerging area of outcome-based measurement, these companies will help play an important role in helping to both advance our collective knowledge and shape the direction of the conversation.”
Recent initiatives include a guide to TV Attribution Providers, the creation of an open standard for binding asset identification metadata into video (TAXI Complete), and support for an industry-wide Data Label to bring transparency to the purchasing of audience segments for media planning, buying and ROI analyses.