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Coalition for Innovative Media Measurement

The Coalition for Innovative Media Measurement (CIMM), an affiliate of the Advertising Research Foundation (ARF), is a non-partisan, pan-industry coalition that embraces the entire media and advertising ecosystem.

During a time of tremendous change, we help our members understand the latest developments, test and develop solutions, undertake collaborative research projects, and facilitate dialogue around innovation and best practices in measurement, metrics and data.

Events

Spotlight Event

CIMM East 2025

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April 2  8:00 AM – 6:00 PM

Registration will open soon

CIMM East is our first in-person event of 2025 — uniting leading executives from media, advertising, and research to explore exciting innovations and tackle critical issues shaping the industry.

News

Industry Alignment Is Needed to Ensure the Durability of Identity Resolution for Advanced TV and Video Advertising

CIMM Study Identifies Solutions for Challenges Facing Big Data Measurement Methodologies and Metrics

CIMM and TVision Explore Potential for Age-Based Bias in Active Meter Audience Measurement Panels, Compared to Passive Meter Panels 

CIMM Launches New Initiative to Assess the Case for an Open, Universal Watermarking Standard to Support Improved Measurement of TV Content and Ads

More News from CIMM

Research

Learn more about our projects

Identity Resolution for Advanced TV and Video Advertising (with ThinkMedium)

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Opportunities for AI in Media Measurement

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Strategic Review of Content Measurement

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Strategic Review of Content Measurement (Executive Summary)

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Understanding The Issue Of Age-Based Bias In Active Audience Measurement Panels

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Solving Today’s Evolving TV Measurement Puzzle

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Post Analysis Guidelines for Local TV

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Who’s Counting? The Future Role and Value of Panels in US TV Measurement

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It has never been more crucial for the industry to advance cross-platform measurement and television attribution, but this within itself cannot be achieved in silos. Instead, it requires a collective industry-wide commitment and CIMM is the conduit for which the industry can articulate their needs and steps required to decide a best path forward through collaborative, data-driven research.

—Bharad Ramesh Executive Director, Research & Investment AnalyticsGroupM

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CIMM and The Attention Council (TAC) are joining forces!

TAC is relaunching  as a new, high-profile industry Working Group within CIMM. 

The new Attention Working Group will have a program of meetings, specially commissioned research and events to showcase the latest insights and innovations in the attention industry.

Learn More Here