The Coalition for Innovative Media Measurement (CIMM) has confirmed that Ampersand, Charter, Data ImpacX, Dativa, IRI, Janus Strategy & Insights, LiveRamp, New York Interconnect, Sequent Partners, Tru Optik, TVSquared and VideoAmp have joined as its newest members.
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. In doing so, the organizations will help equip marketers with valuable insights and practical expertise.
Current CIMM initiatives include a best practices study to bring more transparency to the data inputs for TV Attribution and an initiative to standardize metadata describing ads and ad formats to provide greater efficiency and accuracy to the analysis of ROI for cross-platform ad campaigns.
“Now more than ever, it is important to bring new granular TV data and cross-media products to market as they will provide more visibility into TV/video viewing behavior in today’s rapidly-changing environment,” said Jane Clarke, CEO and managing director of CIMM. “I am thrilled to welcome eleven, forward-thinking companies in media measurement as CIMM’s newest members to help us adapt to the accelerating change in how quickly we need cross-platform measurement tools as a result of the dramatic shifts we are seeing in viewing behavior.”
The Coalition for Innovative Media Measurement is comprised of leading video content providers, media agencies and advertisers that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video.
In 2018, CIMM was acquired by the ARF (Advertising Research Foundation), with the goal of expanding the categories of members as well as our initiatives.
CIMM initiatives to date have included exploration and identification of new methodologies in cross-platform audience measurement, with verification of these approaches through pilot tests and studies conducted with independent measurement companies.