“CIMM congratulates comScore and Rentrak on their announced merger. The newly formed entity will help bring needed competition into the field of cross-platform audience measurement. Certainly, this is a field undergoing significant pressure to innovate in response to quickly evolving consumer content consumption habits. It is the proliferation of measurement options available to the industry that will help breed much needed innovation. But at the same time, the industry cannot have a fractured approach to measurement. While the technology that companies such as the combined comScore and Rentrak will bring to the challenge of cross-platform measurement are greatly needed, it is still the cooperation and coordination of all those who make-up our industry that will enable effective measurement systems to be adopted. CIMM, as the industry’s R&D body to advance cross platform measurement, was created to help foster that communication and cooperation, and we stand ready to encourage all participants in the audience measurement field to come together so that collectively we can address the needs and challenges that await the industry through a unified approach.”
Print Friendly
